Barely Human | Saucony
Brief
Saucony, the original American running brand, tasked Brandnation with launching their latest talent partnership.
In a renewed commitment to elite athlete performance, Saucony had signed a deal with Rico Bogen – the next big thing in triathlon.
The German endurance machine is the reigning 70.3 World Ironman Champion and a record holder in the same distance. And this is at a cool 22 years of age – he’s barely human.
The agency was briefed to reveal the new collaboration to the world.
Response
Shot in a single day in Bogen’s hometown, Leipzig, we created a video series exploring the athlete’s mindset.
Having worn the Saucony Endorphin Elite to World Championship victory in Finland, we introduced Rico as a new Saucony ambassador by showing off his athletic and physical prowess in the three core elements of triathlon and hearing exactly what the sport means to him and why he strives to be the best.
The hero content followed Bogen anonymously during a day of training before a reveal of partnership. The series was amplified through the social channels of Saucony and Rico Bogen, PR and paid media.
