In running, speed is everything. The industry has set the pace – from elite athletes pushing the boundaries of human performance to everyday enthusiasts dropping minutes from their PBs.
One of the driving forces behind this revolution of speed is footwear. Research and development in this area has accelerated to help set new standards and expectations when our laces are tied.
As running experts, Brandnation
was briefed by Saucony
to provide PR
support for a landmark launch – the release of its fastest running ever, the Saucony Endorphin Pro – during the height of lockdown.
WHAT WE DID:
Saucony had created a shoe befitting of its running heritage – utilizing its decades of running expertise to produce fit for the future. The Saucony Endorphin Pro
was engineered in collaboration with elite athletes and designed and built to give everyday runners a fair advantage at the starting line. Simply put, this shoe is quick, very quick.
Despite the obvious challenges the pandemic presented, the Brandnation team took advantage of its extensive network of journalist contacts to deliver a masterclass in good, old-fashioned media relations to generate the hype the release warranted.
We generated attention-grabbling headlines such as T3’s “Saucony Endorphin Collection is here to spank Nike Vaporfly with three new running shoes built for speed.” and Coachmag’s “Saucony Endorphin Pro Running Shoe Review: Nike’s Vaporfly Has Some Competition, At Last” – causing a groundswell of excitement and interest in the collection created to shake-up the sector.
We were inundated with coverage, hitting the key titles such as Evening Standard, Runner’s World, GQ – all featuring glowing accounts of the new kid on the block.
This success helped Saucony sell out of the collection in an unprecedented three hours – setting a new record for the brand as one of its most sought-after shoes in decades.