Saucony Finishes Strong With Its ‘Find Your Strong’ Strategy
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The ad opens with a series of people waking before dawn and getting dressed in running clothes. “It’s never been about the shoes,” says the voice-over. “It’s always been, and will be about, those who run in them.” The two-minute spot, called “Ready,” will be released this spring via social channels and select digital media is from Saucony, and is part of the athletic-shoe marketer’s “Find Your Strong” strategy aimed at forging a connection with the specialty-runner consumer. Taking the strategy a step further, it’s releasing an inspirational 22-minute documentary called “Finding Strong.”
The film focuses on running worldwide and how it can change life’s trajectory. It tells stories from five countries, the U.S., Japan, Brazil, Africa and Finland. The film has premiered in New York, Boston and Austin, and 10 to 15 screenings will take place in key markets. It will be released digitally in late March or early April.
“We want to elevate the brand and get out there and connect with consumers. We will advertise, but for us the things that are unique are what really influence a crowd,” said Chris Lindner, CMO of Saucony. Olson is Saucony’s agency of record.
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