Brooks Running launched its first global campaign, titled ‘It’s Your Run’, in August with a hero commercial voiced by actor, Stranger Things star and new brand ambassador David Harbour which spearheads a marketing push based around the message that everyone’s a runner even when a run may seem unconventional.
The campaign idea is that each individual runner has their own style and routine which works for them and the lead 60-second, which debuted on 17 August, spot champions and showcases this range and variety from going out hard and fast, to simply walking and reinforces the message that Brooks’ is ‘here for every runner’ and offers running gear for all styles.
Created by agency Huge, the Philadelphia-founded and now Seattle-based sportswear brand’s campaign was fronted by David Harbour. Harbour is a seasoned actor now best known for his role on Netflix hit science fiction drama series Stranger Things and the creative links to this by featuring a track brought back to the top of the music charts by the programme – Kate Bush’s ‘Running Up That Hill’.
“Your run can be whatever you want it to be,” said Harbour. “It’s not about keeping up with everyone else, or how far you’ve gone, or hitting the perfect time every time out. It’s about letting your run be your run.”
Additional spots, also voiced by Harbour, show a runner feeling so good that his long run goes too long, while another sees a runner ponder what to do with your arms when running, and another still celebrates every block conquered.
On 19 August, Harbour also posted an Instagram video sharing his own relationship with running.
“Throughout the pandemic we saw there was a huge increase in people turning to the run for the mental benefits and as a way to manage the uncertainty. In addition, last year was a record year for Brooks—we reached $1 billion in revenue for the first time. Part of our job is to celebrate each and every runner and highlight running as the ultimate way to a better self, while supporting runners with solutions to stay the course,” said Brooks Running Creative VP Mike Peck.
“The relationship with Harbour came about and the importance of casting real runners in campaigns. Finding the right voice for our campaign was an intentional process,” continued Peck. “It started when David sent Brooks’ PR team a handwritten thank-you note for gear we had sent his way after seeing him wearing our gear as he got into running. Teammates passed the note around and were struck by his gesture and authenticity. The connection grew from there. What we loved about David is he appeals to our core runner, but also a new audience that might be just venturing into their own running journey.”
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According to Brooks, the campaign approach, messaging and tone emerged after the brand commissioned research to look at global runner insights which found that across the world – across all experience levels – running is hard. While the degree of difficulty changes, at its core running is challenging for everyone so runners all have their own little tricks and creative ways to get through the run.
The brand thus identified an opportunity to acknowledge that the run can sometimes be a struggle and to champion and celebrate runners in all the ways they find their best run.
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