- Running brand Saucony today (March 4) launched a global campaign celebrating its heritage and the ways in which running intersects with culture, per details shared with Marketing Dive.
- “Run as One” features a 30-second anthem spot meant to showcase the sense of connection and shared purpose captured when individuals run together. Saucony may even host a series of global run club events each in-person and virtually, including coffee shop residencies.
- The campaign will span out-of-home in markets like Boston, London and Paris, connected TV, online video, social and display channels. The effort comes following a difficult yr for Saucony as competition within the running category intensifies.
Wolverine World Wide’s Saucony is paying tribute to running culture and its own century-long heritage — the brand was founded in 1898 — with “Run as One.” The emotionally led campaign could ring a bell with consumers who’re searching for positivity and help Saucony bounce back from a difficult yr. The brand saw revenue fall 18% yr over yr in 2024, though its parent company, which itself saw a 21% YoY decline, stays optimistic for 2025 following the continued realization of a change strategy launched in 2023.
Key to “Run as One” is a 30-second video spot that features Saucony athlete Vanessa Fraser and creative collaborator Jae Tips. The spot goes back and forth between various clips of Fraser leading a bunch run and a person rushing to deliver a coffee order as a voiceover preaches the concept that once we work together, we will achieve greater than we could alone.
“Our Run as One campaign is a celebration of the shared journey that individuals around the globe embark on each day. Whether you are a seasoned marathoner or running to satisfy friends, we’re all connected and together, we will uplift each other and achieve the extraordinary,” said Joy Allen-Altimare, Saucony’s global CMO, in release details.
“Run as One” was developed with The Agency, Wolverine World Wide’s in-house creative agency, and led by Saucony Creative Director Gus Johnston. The effort was produced by the corporate’s in-house production company, The Den, in partnership with Happy Place director Cam Hicks and photographer Will Reid.
In addition to its spot, Saucony may even facilitate a series of global run club events, including coffee shop residences, which is able to begin March 4 at Ludlow Coffee Supply in New York City before traveling to Boston, London, Grand Rapids, Michigan, and other cities across the globe. Each residency will feature exclusive events with collaborators and friends of the brand and was inspired by Saucony’s collaboration with Collision Run Club to create Café Vestiaire during Paris Fashion Week in January, per release details.
A sprawling marketing effort from Saucony also arrives because the running category sees fresh competition from younger players like Hoka and On, which have risen as challengers to giants like Adidas and Nike, the latter of which has seen some of its favorability amongst runners slip. Hoka last summer launched “We Are All Born to Fly,” a global ad campaign that expands a platform introduced on the back of strong sales momentum. In February, On launched a campaign that touts the thought of “Soft Wins” and features Sesame Street’s Elmo.
Meanwhile, Nike is continuous to shift dollars away from performance marketing and into brand constructing as part of its fight to return to growth. The brand this yr made its first Super Bowl appearance in nearly three many years with a spot championing women athletes. Around the identical time, Adidas entered the following phase of its latest global brand campaign with an effort centered across the pressure athletes face and the individuals who help them overcome self-doubt.
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