Brooks encourages people to be positive and optimistic about running and providing multi-dimensional support for healthy living
May 6, 2024, China – Brooks has unveiled a new global brand manifesto – Let's Run There. The role of running in people's physical and social health is constantly changing, and Brooks' new brand statement is based on the insight and understanding of this trend: everyone is determined to move forward on their own track, no matter what the starting point is or where the destination is, Brooks wants to help runners inspire their better selves and run together.
Brooks布鲁克斯发布全新品牌宣言 “Let’s Run There一起跑下去”
With the new brand positioning, Brooks wanted to continue to emotionally resonate with runners while strengthening communication with all runners. This brand change is also due to the shift in consumers' relationship with running and their diverse perceptions of health. Run-Sights Lab, a consumer insights team at Brooks, found that a new generation of consumers, especially Gen Z, see the role of running as changing depending on their needs: it's a heart-searching conversation, a journey to achieve a goal, and a bond to spend time with friends. Data from a global health study shows that most people consider mental health, physical health, and social health to be components of health, while only 1% of respondents say health is limited to physical health.
Melanie Allen, Chief Marketing Officer at Brooks, said: "This is a great opportunity and we know how energetic and beautiful running can be. Brooks is committed to building professional sports equipment for runners to run faster, farther and healthier by deepening their understanding of human movement. For us, movement is the key to perceiving life. The new brand statement 'Let's Run There' is not only a reflection of Brooks' deep running culture, but also a bright hope for the future, in order to inspire more people to run and participate in the ranks of running forward!"
Brooks invites runners from all over the world to experience the charm of running and run together
"Let's Run There" is the largest marketing campaign launched by Brooks Innovation Lab since 2022. With a 30-second campaign directed by Camp4 Collective, we celebrate running and invite everyone to run to their own "destination" in their own way – whether it's a sprint to the finish line, a flash of inspiration from a run, or some kind of physical and mental sensation that is unique to running. At the same time, Brooks crossed over into the field of pop music for the first time, and invited the American indie rock band yes yes yes
Brooks has created a new brand statement based on the changing perception of running around the world
With the launch of the "Let's Run There" brand manifesto, the Brooks brand expression has been completely renewed. Mike Peck, VP of Creative at Brooks, said: "'Let's Run There' can be the beginning of any story and a window through which we can see the real moments of a person's life through the joys and sorrows. Through this brand statement, we hope to tell a rich and colorful running story and continue to amplify the joy and energy that running brings. ”
"Let's Run There" uses powerful and imaginative language to reflect the changing perception of running among consumers around the world. It will also become the core of the Brooks brand, leading Brooks to form a distinctive brand identity and spiritual proposition in the field of running: we expect people to truly feel and enjoy running, and believe in the power of "running together", and every step will open a new chapter in life.