Flight of the Condor | Veja
Brief
Premium French sustainable footwear brand VEJA has been creating sneakers in a different way, mixing social projects, economic justice and ecological materials. So we were delighted when they tasked Brandnation to launch their new running shoe – the VEJA Condor 3.
Blurring the lines between style, functionality and sustainability, Brandnation were briefed to place VEJA’s new running sneaker firmly in the conversation as the go-to utility running shoe.
The response
Brandnation activated the Veja Test Lab – this high-performing team activated the press office to deliver influential media for the brand throughout launch.
Activity included:
- Securing A* reviews and product tests with the Run Elite media
- Ongoing 121 briefs with Veja Run Coach to highlight product innovation and comfort
- Launch Run event through London where media got to test the product first-hand
- Securing ongoing media opps via features. podcasts, new and reviews targeting digital, new media and run specialist
All resulting in positive reviews, extensive media coverage within the first month of launch and a very happy client!
As running shoe and PR connoisseurs, we knew the ingredients needed to make this launch a success.
Leveraging our contacts across the media spectrum, we laced up and activated a strategic editorial plan that placed a focus on positioning and generating editorial with positive sentiment.
We leaned into the brand’s eco creds alongside the huge strides the Condor had made in technicity to deliver long-form earned media that moves the dial.
The team hosted an exclusive media run breakfast in London’s Hyde Park to spotlight the new runner and win the hearts and minds of key editors.
