Saucony is launching a new initiative, Run It Local, to support speciality running retailers.
The significant brand investment will see the campaign run from July to September with various activities across Saucony’s EMEA territories.
Beginning with a drive to access runner-reach, a geo-targeted social media burst and digital ads will highlight the benefits of choosing a running shoe from a speciality store. This will be followed by a seasonal running-lifestyle advertising campaign to raise awareness of the Saucony brand.
Local initiatives will also take place across Saucony’s EMEA partners, including running shoe trials, city pop-ups and retailer recognition programmes.
A variety of promotional materials and seasonal POS will be available for speciality running retailers to help bring the brand to life in-store. Further aiming to position Saucony as a brand for me amongst new and existing runners.
Guido Geilenkirchen, Vice President & GM, Saucony EMEA, said: “It’s been a difficult year for bricks and mortar retailers because of Covid-19. We want to demonstrate our commitment, as a major player in the industry, to speciality outlets and our Run It Local campaign is the perfect way to highlight their importance to runners, as well as giving retailers a helping hand in-store.
“We’re dedicated to encouraging runners at all levels to achieve their goals. Whether that is completing their first 5k or working hard to be on a global stage. A correctly-fitted shoe can go a long way and running stores offer a bespoke service to help shoppers find the right product for their running journey.
“E-commerce has of course boomed in the past few months, but we wanted to make clear to our partners across Europe that speciality retail is a major part of our growth strategy for the years ahead. We hope this activity will encourage consumers to visit their local shop and get running!”