Brooks Running Uses New Ad Campaign to Build Brand Loyalty

Brooks Running, a global marketer selling performance apparel in more than 50 countries, wants to refresh its brand with its new, “Live the way you run. Run happy.” advertising campaign. The new slogan accompanies a campaign in which the company underlines the transformational qualities of running.
Touch points with which customers can engage include broadcast, social, influencer, print, and digital components. Each touch point will portray a different run, further emphasizing the unique experience of each individual journey.
The company is quick to point out that every run is a new adventure, and the campaign seeks to target runners on a personal and emotional level.
“At Brooks, we believe a run can flat out change a day, a life, the world,” said Anne Cavassa, Brooks Running’s Chief Customer Experience Officer. “Our new ‘Live the way you run. Run happy.’ campaign captures our passion and energy, and is a call-to-action to inspire happiness and positivity through running. In all of its forms, the campaign will showcase, celebrate, and invite people to reflect on the role running plays for them personally. At the root of it is a universal joy that the sport creates for each of us which goes far beyond the time between when we start and stop our watches.”
Appropriately, the campaign will debut during the U.S. Olympic Marathon Trials set for Feb. 13 in Los Angeles. The ad, called the “Rundead,” is an exaggerated take on the company’s perspective of the invigorating effect of running.
“We wanted to tap into that universal understanding that runners share,” said Jon Wyville, EVP, executive creative director at Leo Burnett Chicago, the advertising agency behind the campaign. “The visual progression from stumbling zombie to clear-eyed, happy runner in the TV spot will resonate with runners of any experience level and remind them of the joy running can provide.”
The “Live the way you run. Run happy.” campaign extends to print as well, boosting customer engagement through ads in relevant magazines including Runner’s World, Shape Magazine, and Competitor Magazine. Digital ads will appear as part of the branding in sites like Hulu, Pandora, and

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