Brooks is kicking off the month of May with a new campaign and a refreshed brand expression.
Called “Let’s Run There,” the athletic brand said in a statement on Wednesday that the new campaign and brand platform was inspired by the evolving role that running plays in consumers’ health and wellness journeys.
According to Brooks, the new position is designed to continue its strong connection with runners and broaden the conversation with all who are active. The evolution reflects consumers’ shifting relationships with the category and a multi-dimensional view of health and wellness, Brooks stated.
More specifically, the campaign’s 30-second spot, directed by Camp4 Collective, aims to celebrate the power of the run and invites everyone to reach their own destination, or “There,” in whatever form that takes – a finish line, a fresh perspective, or a feeling.
“We recognized an opportunity to position Brooks at the intersection of running and a holistic version of wellness,” said Melanie Allen, chief marketing officer at Brooks, said in a statement. “At the heart of our brand is a commitment to understanding how humans move and using that knowledge to create gear that helps people move faster, further, and healthier, because to us, movement is the key to feeling more alive. Let’s Run There is the embodiment of our brand’s purpose and a rallying cry intended to inspire people along their path.”
In the U.S., the platform will launch with a media mix featuring out of home assets in key markets such as New York City and Los Angeles, through traditional and digital transit takeovers, and a Hollywood Bowl activation.
Along with Brooks’ new campaign, the company is unveiling a refreshed brand expression. This refresh includes updates to the Brooks’ typography, color palette, imagery, voice and sound.
“The new platform is the culmination of the inspiration we found in a journal – a universal source of stories and a window into how someone moves through life’s triumphs, struggles, celebrations and lessons,” Mike Peck, vice president of creative at Brooks, added. “The beauty of Let’s Run There is that it can tell multidimensional stories and amplify the joy and energy of the run.”
Let’s Run There builds on the energy found in Brooks’ long-term “Run Happy” mantra, which was introduced in 1999 and served as Brooks’ tagline since 2009, the company noted. Run Happy will remain an internal mantra embedded in Brooks’ DNA and culture as Brooks evolves as a brand.
This news comes just days after Brooks officially transitioned to new leadership. In March, Jim Weber, the running brand’s longtime chief executive officer, announced he was stepping down from the role after 23 years. Weber formerly passed the CEO torch to Brooks president and chief operating officer Dan Sheridan on April 26.
In February, Brooks reported another record year for sales in 2023. The running brand ended the year with global revenues of $1.2 billion, up 5 percent from 2022 along with more than 20 million units sold, a new record.
