85 727
Fashion Jobs
HENKEL
Senior Automation Tech
Permanent · GENEVA
ESSILORLUXOTTICA GROUP
Customer Service Representative
Permanent · EAST SYRACUSE
ESSILORLUXOTTICA GROUP
Customer Service Representative Classic Optical)
Permanent · YOUNGSTOWN
ESSILORLUXOTTICA GROUP
sr. Manager, Business Growth
Permanent · NEW YORK
ESSILORLUXOTTICA GROUP
Associate Manager, Trade Event Marketing
Permanent · DALLAS
ESSILORLUXOTTICA GROUP
Oakley - Specialized Consultant
Permanent · PEMBROKE PINES
ESSILORLUXOTTICA GROUP
Oakley - Sales Supervisor
Permanent · CAMARILLO
ESSILORLUXOTTICA GROUP
Naasc - Material Handler II (Inbound Team Lead)
Permanent · MCDONOUGH
ESSILORLUXOTTICA GROUP
Oakley Store Market Manager- Denver Market
Permanent · DENVER
ESSILORLUXOTTICA GROUP
Oakley - Specialized Consultant (Denver)
Permanent · DENVER
ESSILORLUXOTTICA GROUP
Wholesale - Analyst, Supply Chain (Vendor Compliance)
Permanent · PORT WASHINGTON
ESSILORLUXOTTICA GROUP
Essilorluxottica Wholesale - Sales Representative
Permanent · RALEIGH
ESSILORLUXOTTICA GROUP
Wholesale - Coordinator- Sales Operations (Rep Orders)
Permanent · PORT WASHINGTON
AMRG
Sales Supervisor - Full Time
Permanent · ROSEMONT
WALGREENS
Overnight Call Center Representative - Pharmacy (Onsite)
Permanent · CHANDLER
WALGREENS
Onsite Call Center Representative - Pharmacy (Part Time)
Permanent · CHANDLER
WALGREENS
Onsite Call Center Representative - Pharmacy (Full Time)
Permanent · CHANDLER
WALGREENS
Senior Manager, Merchandise Planning
Permanent · DEERFIELD
WALGREENS
Digital Commerce Associate Manager, Merchandising
Permanent · DEERFIELD
WALGREENS
General Warehouse Person Pendergrass Rfc
Permanent · PENDERGRASS
CALERES
Associate Manager - Famous Footwear
Permanent · MANKATO
NORTH CAROLINA STATE
County Extension Director
Permanent · GOLDSBORO
Published
Jun 7, 2017
Reading time
2 minutes
Download
Download the article
Print
Text size

Brooks Running Company announces parody sponsorship campaign

Published
Jun 7, 2017

Seattle, WA-based performance footwear and apparel brand Brooks Running Company has announced a new campaign to celebrate Global Running Day today that puts a playful spin on recent market research that revealed its customers interest in being sponsored athletes.

BrooksAthlete.com


The company created the community building campaign idea after conducting a routine market research study of 6,000 customers globally who run at least once a week. Overwhelming data showed that runners' childhood dreams were to be sponsored athletes.

62% of those surveyed said they dreamed of being professional athletes but had to forego the dream of being an elite runner because they were not fast enough.

The campaign, called the Brooks Big Endorsement, invites customers to sign up on the company website. Brooks will endorse the runner and give them a $1 check, as well as access to training and nutrition tips from Brooks experts.

With the Brooks Big Endorsement campaign, the company has taken a playful and brand right approach to the concept of endorsement deals and professional sports, concepts very real to its consumers.

“Running is the most inclusive sport the world has ever known, and we believe all runners deserve support and recognition whether they’re running to improve health, clear their head, support a cause, connect with friends or chase after a goal,” said Brooks CEO Jim Weber.

From a strategic standpoint, the campaign aims to take ownership over the market of runners. While Nike calls its customers athletes, and through its mission declares "if you have a body you are an athlete", Brooks is effectively claiming the consumer to be on the company team through the campaign.

Weber plainly stated, "I’m excited to cheer on our new athletes as they embark on their running journeys.”

Brooks' proactive approach is a fresh and humorous take on a sport that often lacks the marketing excitement of other categories such as football or basketball.

In addition to being professionally endorsed, the study revealed some interesting and useful facts about millennial shopping preferences in the running shoe market. 71% of millennials in the US would purchase a product endorsed by a major athlete. Work ethic was the quality most admired in professional athletes, followed by determination and commitment.

Customers can go to Brooks' site, BrooksAthlete.com, to sign up for the program and start bragging about being sponsored runners. Over 3,000 people have already signed up.






 

Copyright © 2024 FashionNetwork.com All rights reserved.