Breakdown of five influential running brand marketing campaignsfrom @orenmeetsworld

Transcript

Tier time. Five running brands, five marquee campaigns that dominate mood boards to this day. Nike's breaking two campaign around getting a marathoner to break the two hour mark. They treated the breaking two runs like a moon land. Dedicated microsites, docuseries on the science and the action with National Geographic, and it was genius. It put the Vaporfly on the map as the record breaking shoe, and then every elite finish line became a Nike ad. Then the same approach was co opted by a brand that's been replacing them in the zeitgeist. On was promoting their cloud boom shoe, and they started off with lifestyle visuals that felt more like an ESOP bad, positioning against Nike's lifestyle inspiration. But to establish the shoe as lore, they took athlete Gustave Eton, who signed with On just six weeks before his triathlon, who then defeated Nike athletes and touted the shoe that made him sign with On, beginning the lore of the cloud boom as a super shoe. The beauty of sports marketing is that when a campaign takes advantage of winning a competition, a new contender can simply prepare and then run their own version back. But meanwhile, in trail, if those brands are competitors, HOKA is the friend that sees the world just a little bit different. This fly human fly video spearheaded their change from an elder heavily cushioned brand to a mainstream performance brand with healthy personality. This campaign's visual and idea is why you see so many drones, FPV footage, and flight metaphors in running content today. Paying homage to this campaign, it is a mood board staple. While Solomon was early to YouTube with high production mini documentaries like Kilian Jornet, A Fine Line, and Mountain Path. They racked up millions of views early in the YouTube for rank art. It's now been spun off into a lot of the documentation that we see new brands do on Shortform. An amazing example of being early to a social network, telling real customer stories, and reaping the benefit of both. But last in product marketing land, Ultra contrast these thought out strategies and campaigns with proof that sometimes one good visual product marketing concept is all you need. I would wager this graphic alone has sold them probably close to a million pairs of shoes. It's genius because it creates belief in their tech using simple education to make up for their lack of marketing and ugly product by speaking to something every runner can understand and meet. If you have any other favorite running campaigns, let me know. And I'm gonna recapping my Hyper newsletter this week. Comment run if you wanna get on the list.