Saucony Launches “Run Your World” Global Brand Platform
The new brand platform “Run Your World” reflects a unique yet unifying voice of Saucony customers across Saucony’s three product categories: Run, Life on the Run and Originals.
Saucony’s latest global brand platform, Run Your World, is a new chapter in the brand’s narrative that invites customers to be the hero of their own journey.
As an evolution of Saucony’s Find Your Strong initiative, the new platform encompasses the brand’s ongoing belief in the power of running to transform people’s lives, and extends the belief to a broader set of consumers, with a more inclusive and global mindset.
It’s a pair of shoes and everything else is up to you
Amanda Reiss, Chief Marketing Officer of Saucony, said,
We’ve found our strong and now it’s time to run our world. There’s a global community of runners and non-runners alike who want to live with more purpose and intent, to take ownership of their own journey and the world around them. The Run Your World platform allows us to expand the conversation, capturing and portraying slices of life from our best days, best moments, best selves, whether running or just living life outside of the run.
At the same time, it acts as a unifying force for our three product categories−Run, our award-winning performance footwear and apparel line; Life on the Run, our performance & lifestyle collection that goes beyond the finish line; and Originals, our iconic lineup of retro-running silhouettes. Like our product collections, the Run Your World platform resonates with a broader set of diverse consumers. Our launch concept delivers one global brand perspective: ‘Big world, small world, your world.
Run Your World campaign
The Run Your World brand platform will be supported by social, print and digital media, influencer engagement, and retail and experiential components. The “World Runners” team will create and share their unique and inspiring journeys across the brand’s social media platforms through video storytelling.
The campaign kicks off with the launch of the Run Your World video on social media, which was created by a global group of photographers and influencers, led by Mr. Ben Brown of South Africa (@mrbenbrown on Instagram), capturing a sense of raw authenticity, bravery and empowerment.
The Run Your World campaign features taglines such as “Run Outside the Lines,” “To Each Her Own,” and “Originators Only” which reflect the unique and unifying voice of the brand’s three product categories−Run, Life on the Run, and Originals.
Saucony invites the community to share how they personally run their world. There will be a #RunYourWorld contest to win Saucony’s ambassador kit, with head-to-toe Saucony gear and an action video camera with stabiliser, as well as Run Your World events in multiple cities.
The Run Your World platform is planned to run throughout 2017, with several new executions for the fall.