Brooks Running didn’t just launch a shoe—they launched a story. The Glycerin Stealthfit 21 campaign set out to break beyond the brand’s core running audience, making high-performance footwear feel personal, aspirational, and essential to a new wave of fitness seekers. The goal? Build awareness, drive affinity, and reach a broader, more diverse audience—particularly male Gen Z fitness enthusiasts.
The campaign for Brooks Running’s Glycerin Stealthfit 21 was designed to build awareness and cultivate brand affinity, targeting 60% male Gen Z fitness seekers while appealing to both dedicated runners and lifestyle enthusiasts.
With a storytelling-first approach, the campaign activated 28 paid creators and 40 seeded partners across Instagram, TikTok, and YouTube from February to May 2024. Instead of traditional promotions, influencers wove the Glycerin Stealthfit 21 into their daily lives—whether training, styling, or pushing their limits—creating content that felt authentic, dynamic, and deeply relatable.
Brooks Running’s campaign for the Glycerin Stealthfit 21 broke the mold by turning influencers into storytellers, creating an emotional connection with audiences and reaching far beyond traditional running enthusiasts. At its heart were six distinct persona categories: The Unintentional Runner, Seasoned Strider, Style Minded, High-Energy Humorist, Everyday Comfort Crusader, and Boundary Breaker. These personas reflected the diverse identities within the fitness and lifestyle community, targeting new growth segments—particularly among male audiences—that Brooks sought to reach.
Running from February to May 2024, the campaign activated 28 paid creators and 40 seeded partners across Instagram, TikTok, and YouTube. Instead of overt product promotion, the storytelling-first approach emphasized authenticity, aspiration, and relatability, aligning perfectly with Brooks' upcoming "Let’s Run There" initiative. Creators were carefully selected to embody the six persona categories, ensuring that every piece of content resonated with different segments of the target audience. Some creators showcased the performance benefits of the shoe, while others highlighted its everyday comfort or fashion appeal. To amplify momentum, Brooks used Meta ads, spark ads, whitelisting, and strategic boosting, ensuring the most engaging stories reached the right audiences at scale.
With only a few months to bring the campaign to life, the team had to move fast. With the help of Assembly, Brooks activated 28 paid creators and 40 seeded partners across Instagram, TikTok, and YouTube, weaving the Glycerin Stealthfit 21 into their everyday lives. Rather than scripted endorsements, creators told genuine, unscripted stories, whether it was a runner finding their stride, a fashion-forward creator styling the shoe, or a comedian turning a training session into viral gold. Instead of a singular message, the campaign became a mosaic of moments, each one reaching a different audience in an authentic way.
One of the boldest campaign moments came with Jeff Wittek’s partnership, where the team pulled off a complete activation—from contract to content—in just seven days. Tied to the LA Marathon, Jeff’s content showcased the Glycerin Stealthfit 21 in action, blending high-energy humor with real-world performance.
Meanwhile, early testing proved critical. With a test budget in play, the team quickly identified top-performing creators, allowing them to double down on the most impactful voices. One such creator was Victoria Paris, whose content alone generated 3.7 million views, and another was Chris and Nala, a dog and his owner well known for sharing their adventures across a diverse set of social platforms. At the same time, fast-turn collaborations with Jeff Wittek and Connor Wood, embodying the High-Energy Humorist persona, infused the campaign with humor, making performance running feel approachable and fun.
By embracing authentic storytelling, real-time adaptability, and a deep understanding of personas, the brand broke through to new demographics, proving that performance footwear isn’t just for runners—it’s for everyone.
The results of the Brooks Running Glycerin Stealthfit 21 influencer campaign were nothing short of impressive. By partnering with 63 creators—28 paid and 35 seeded—the campaign reached and engaged audiences across Instagram, TikTok, and YouTube in a big way. It racked up over 10.4 million video views and more than 605,600 engagements, consistently outperforming industry benchmarks and making a lasting impact.
On Instagram, content achieved an average 37.33% view rate and 2.37% engagement rate, while TikTok soared with a 58.01% view rate and 3.50% engagement rate, highlighting the campaign’s resonance with diverse audiences. Paid strategies delivered exceptional performance, with influencer content surpassing TikTok benchmark CTRs by 140% and outperforming Meta benchmarks by 83%.
By combining carefully curated creator partnerships with a strategic mix of paid and seeded influencers, the campaign not only boosted awareness but also deepened audience affinity for the Glycerin Stealthfit 21. The innovative approach broadened Brooks’ reach, resonating with a more diverse and dynamic fitness community, and firmly solidified the brand’s presence in the competitive performance footwear market.
