Brooks Running, a leader in performance running apparel and footwear, today launched its new global brand platform, “Let’s Run There.” This initiative moves beyond traditional views of running, promoting a holistic approach to wellness and celebrating the individual journeys people take towards their goals.
Understanding the Evolving Runner
Brooks’ “Let’s Run There” platform stems from their understanding that running plays a multifaceted role in people’s health and wellness journeys. It acknowledges that everyone is on their own unique path, and the platform serves as an invitation to unlock one’s full potential.
This shift reflects a changing relationship with running and a broader perspective on health and wellness. Brooks’ consumer research team, the Run-Sights Lab, discovered that new generations, particularly Gen Z, view running as a tool for various needs, whether it’s mental clarity, goal achievement, or social connection.
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
Aligning with a Holistic View of Health
“We saw an opportunity to position Brooks at the intersection of running and a holistic view of wellness,” said Melanie Allen, Chief Marketing Officer at Brooks. “Our core mission is to understand human movement and translate that knowledge into gear that empowers people to move better and feel healthier. Because, to us, movement is the key to a more vibrant life. Let’s Run There embodies our brand purpose and is a rallying cry to inspire people on their journeys.”
A Multi-Faceted Campaign
The Let’s Run There launch includes the brand’s largest advertising campaign ever developed in-house. The centerpiece is a 30-second anthem video celebrating the power of running and the unique destinations – physical or emotional – that it helps people reach. The video features music by the Yeah Yeah Yeahs, reflecting the energy found in both movement and music.
A Refreshed Brand Identity
The “Let’s Run There” platform is accompanied by a refreshed brand identity, with updates to Brooks’ typography, color palette, imagery, voice, and sound design.
“The new platform is inspired by the concept of a journal,” said Mike Peck, Vice President of Creative at Brooks. “Journals hold personal stories, reflecting how we move through life’s triumphs, challenges, celebrations, and learnings. The beauty of Let’s Run There is its ability to showcase these multifaceted stories and amplify the joy and energy of running.”
Building on “Run Happy”
While Let’s Run There marks a significant evolution, Brooks’ iconic “Run Happy” mantra, introduced in 1999, remains a core part of the brand’s DNA. It will continue to serve as an internal guiding principle as Brooks embraces a more holistic approach to wellness.
