Brooks: Glycerin Max

Background

Brooks is one of the world’s great running shoe companies, and if you’re into running, you likely know Brooks well. 

Brooks recognises that all runners have some kind of purpose, whether it’s headspace, a feeling or a finish line.

We are Brooks UK’s comms agency, launching shoes and helping build the brand in the UK.

 

Objective –  Performance

The Glycerin Max is the first shoe from what might be called ‘new Brooks’. The company is evolving rapidly and the Max edition of the popular Glycerin is a manifestation of new clarity, new energy and new direction for the company.

To launch it we needed to immerse media and influencers in the new brand feel, and the new shoe.

 

Activity

Our launch event was held at Aures Waterloo which delivers 2700 screens, giving the feeling of immersion. We had the lead designer of the new shoe in from Brooks HQ in Seattle, a presentation from Brooks EMEA Marketing leads and a riverparkstreet-run (with a warm-up by the superb Leon Parkes) which allowed attendees to give the new shoe a great initial test.

 

Results

We had more than 50 media/influencers attend and distributed the shoe to another 50. 

Feedback on the event from attendees was that it was a lot warmer, more fun and more human than other shoe launches they’ve been to.

Coverage volume and quality have both been significantly better than Brooks UK has previously experienced and has included media from specialists like T3, The Run Testers, Fordy Runs, Tom’s Guide, Aubrey Running, Men’s Fitness, Runner’s World Women’s Fitness ,through to more general lifestyle titles such as About Time, The Guardian and London Standard.

 

Sunny Side Up says:

“The Brooks Glycerin Max is no ordinary shoe.  Combining great looks and unrivalled performance it represents a step-change in Brooks’ approach to shoe design.

“Our event didn’t just work because of the venue or the attendees or the run we took them on, although they did all help; rather it worked because of the warmth and the love that attendees felt. This wasn’t just a brand saying ‘here’s our new shoe, pls help us tell the world’, it was a brand saying ‘here’s our new shoe, what do you think, how does it feel, is it comfy enough, stable enough, good-looking enough’ – we genuinely were interested in their thoughts and feedback People want to be seen, heard and valued.”.

“Coverage has been superb as a result.”

 

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