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Published
Jun 7, 2017
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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.






 

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