The Non-Runners
Non-Running Club
The Client Brief
For the One Club’s 2019 Young Ones competition, Brooks asked teams to find ways to get Serious Runners to switch to Brooks by showing them how their days could be better after a run.
Our team of 4 had exactly
zero serious runners.
So we did some research.
What we learned
Serious runners care about one thing — achieving a better run.
They’re obsessed with it. It affects how they eat, when they wake up, what they wear, and who they see. They’ll spend less time with their loved ones to get more time on the road.
Their lives revolve around running better.
Better runs happen when runners are…
We found our tension.
Serious runners put running before everything and everyone. Although training is intense on runners, it’s brutal on their loved ones. And what do people get for supporting a runner? Nothing. They don’t win medals or ribbons. They only get ignored and frustrated. Because running ruins relationships. And when relationships are ruined, runs are ruined.
The Insight
“It sucks to care about someone who cares about running.”
What If
Brooks supports the people who support the runners.
Introducing
The running support system not focused on runners.
We reimagined how a running shoe could provide better support for runners in a surprising way. Solving an emotional problem that many runners face helped strengthen Brooks’ position as being more than just a running shoe brand — Brooks is a runner’s brand. It was enough to win a Merit for the One Club’s 2019 Young Ones competition.
2019 Merit Winner in the Experiential category
My fellow Non-Runners
Carlos Matias - Copywriter
Taylor Becker - Art Director
Carmen Quang - Art Director
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