Brooks Running Launches New Global Brand Platform “Let’s Run There”

Building on its purpose to inspire everyone to run their path and be active, Brooks explores the evolving role of the run and celebrates a multi-dimensional view of wellness

SEATTLE (May 1, 2024) - Today Brooks Running launched a new global brand platform, “Let’s Run There,” inspired by the evolving role that running plays in consumers’ health and wellness journeys. The platform is rooted in the understanding that everyone is moving along their individual path towards something and is an invitation to help everyone unlock the best in themselves.

The new brand position is designed to continue Brooks’ strong resonance with runners and broaden the conversation with all who are active. The evolution reflects consumers’ shifting relationships with the category and a multi-dimensional view of health and wellness. Brooks’ consumer insights team, the Run-Sights Lab, uncovered that new generations (particularly Gen Z) believe the role of running shifts depending on what they’re seeking, whether that be a moment to clear their head, progress towards a goal or time to connect with friends. In a global health study , the majority of respondents said mental, physical, and social health are all components of how they approach and define health, while only 1% of respondents noted that they perceived health as physical only.

“We recognized an opportunity to position Brooks at the intersection of running and a holistic version of wellness,” said Melanie Allen, Chief Marketing Officer at Brooks. “At the heart of our brand is a commitment to understanding how humans move and using that knowledge to create gear that helps people move faster, further, and healthier, because to us, movement is the key to feeling more alive. Let’s Run There is the embodiment of our brand's purpose and a rallying cry intended to inspire people along their path.”

The Let’s Run There advertising campaign is the largest developed by Brooks’ Creative Lab since the brand moved its AOR work in-house in 2022. The :30-second anthem spot, directed by Camp4 Collective, celebrates the power of the run and invites everyone to reach their own destination, or “There,” in whatever form that takes – a finish line, a fresh perspective, or a feeling – communicating the uniqueness of individual possibilities and purpose through movement. For the anthem content, Brooks invested in its first major pop music license, “Burning” by the Yeah Yeah Yeahs, which captures how the energy found both in music and movement can unlock the fire inside each individual.

In the U.S., the platform will launch with a media mix featuring out of home assets (OOH) in key markets such as New York City and Los Angeles, through traditional OOH and digital transit takeovers, and a Hollywood Bowl activation. CTV, OLV, live sports, social and display channels will be deployed to reach a broad audience. Making up 28% of overall paid media spend vs. all other campaigns in 2024, and an increase in year-over-year Brand spend of 19% for the same period, the campaign is poised to make an impact. On a global scale, marketing initiatives include collaboration and storytelling with a high-profile celebrity and social influencers, as well as activations at iconic venues within the Asia Pacific and Latin America region, notably Melbourne, Tokyo, Seoul, and Shanghai.

The Let’s Run There positioning is paired with a refreshed brand expression, with updates to Brooks’ typography, color palette, imagery, voice and sound. “The new platform is the culmination of the inspiration we found in a journal – a universal source of stories and a window into how someone moves through life’s triumphs, struggles, celebrations and lessons,” said Mike Peck, Vice President of Creative at Brooks. “The beauty of Let’s Run There is that it can tell multidimensional stories and amplify the joy and energy of the run.” Let’s Run There builds on the energy found in Brooks’ long-term “Run Happy” mantra, which was introduced in 1999 and served as Brooks’ tagline since 2009. Let’s Run There continues to set Brooks apart from the category’s traditional emphasis on the functionality of running, often driven by pain and grit, tapping in to powerful and inclusive language that mirrors globally changing perspectives of movement. Run Happy will remain an internal mantra embedded in Brooks’ DNA and culture as Brooks evolves as a brand.

To learn more about Let’s Run There and view the campaign, visit: https://www.brooksrunning.com/en_us/meet-brooks/lets-run-there.

About Brooks Running

Brooks Running creates market-leading performance running footwear, apparel, sports bras, and accessories distributed worldwide. Brooks exists to inspire everyone to run and be active, through innovative gear, tools, and experiences designed to take you to the place that makes you feel more alive. Since 1914, Brooks has been propelled by a never-ending curiosity with how humans move, pushing the limits of motion science, engineering, and technology to create gear that unlocks the power of energy and movement for everyone. Brooks is a subsidiary of Berkshire Hathaway Inc. and is headquartered in Seattle, Washington. Visit www.brooksrunning.com for more information or follow @brooksrunning.