Brooks Running’s iconic Run Happy platform had energized the company for 25 years and propelled it into a billion-dollar brand by redefining the running category narrative from pain and grit to unapologetic joy.
But despite nine straight quarters as the top performance running shoe in the U.S., the industry was changing and consumer preferences were shifting. Trendy newcomers like Hoka and On were capturing hearts and market share. And perceptions of health–and running–were evolving. Brooks’ consumer insights team discovered that younger generations, especially Gen Z, view running as a more versatile activity that supports various wellness goals–not just physical but also mental and social.
Realizing its beloved tagline was losing its emotional impact and relevance, Brooks created a new brand platform. "Let’s Run There” is an open invitation for everyone, not just runners, but all active individuals, to find the best gear that helps them unlock their full potential. Rooted in the understanding that everyone is on their own unique journey, the platform speaks to reaching your personal "there," whether that’s a mindset, a milestone, or crossing a finish line.
Our mission wasn’t simply to launch “Let’s Run There” but to reignite the emotional bond between Brooks and consumers. The launch had to create awareness for the new platform, but it had to be more than an advertising campaign. It had to position Brooks in media and culture as a modern, standout brand.
We set out to find a partner whose own journey with running and movement could bring “Let’s Run There” to life. Someone whose story could resonate across demographics and global markets. And as circumstances would have it, we were already building a relationship with the perfect storyteller.
In 2023, Oscar-nominated movie star Jeremy Renner was recovering from a near-death accident on New Year’s Day 2023 that stopped his heart and left him with 38 broken bones. During the months that followed, Renner bravely shared his therapy and training journey on Instagram, offering his 20 million followers a glimpse into vulnerable moments and inspiring triumphs.
Back in the fall of 2023, we sent Renner a pair of our new extra cushion Ghost Max shoes, perfect for recovery-focused training. That November, the world watched as he re-learned how to run in an Instagram video—wearing the shoes we had sent him. Brooks had organically become part of his inspiring journey towards his “there.”
Renner’s personal story was powerful and naturally aligned with the themes of "Let’s Run There." With Brooks already playing an authentic role in his journey, we secured a formal partnership and let the cameras roll for our hero content, capturing Renner as he spoke candidly and ran in his favorite Ghost Max shoes—faster and farther than he had since his accident.
The unscripted film begins with Renner saying, “I have no business doing a running commercial. Fifteen months ago, I was dead.” From that powerful opening, he encourages others to experience the power of running and movement in making us all feel more alive.
We launched “Let’s Run There” and our partnership with Renner by releasing the film through earned press and social media, to connect the campaign to culture and entertainment. From there, we collaborated with Renner’s team to align our PR efforts with his upcoming "Mayor of Kingstown" press tour, highlighting Brooks as a part of his comeback.
This included having Renner wear Brooks on shows like "Good Morning America," "Live with Kelly and Mark" and "The Kelly Clarkson Show"—all without any traditional paid media costs. We also dressed Renner for his Men’s Health magazine cover shoot, getting Brooks’ latest gear featured in a top outlet for active men. Our strategic timing, agility, and keen sense for recognizing opportunities generated millions of dollars in earned reach that would typically require paid investment.
Originally designed for earned media and organic social, the power of Renner’s story and his genuine love for Brooks created opportunities to expand our partnership across marketing channels, including paid digital and social media, a landing page on BrooksRunning.com, and emails that not only encouraged customers to “run there” but also drove significant website traffic and sales. These additional campaign elements were originally set to launch on Global Running Day in June. However, with the buzz generated by earned and social media in May, we decided to fast-track the remaining content, creating a bigger, more integrated brand moment across paid, earned, and owned channels.
The decision to partner with Renner to launch Let’s Run There drove the most impactful PR and social campaign in Brooks’ 110-year history. Fast Company proclaimed: “Brooks owns running. And we see why in its first global campaign in 25 years.”
The campaign generated 72 media stories earning 4.2 billion media impressions in outlets including GQ, Men’s Health, Complex, USA Today and "Entertainment Tonight"—more than double the brand’s previous PR record.
Social media content featuring Renner yielded the brand’s highest-ever engagement, exceeding benchmarks by 3x and becoming the brand’s most-shared posts, reaching nearly 11 million—doubling the previous record.
Cut-downs of the hero video drove stronger click-throughs and completion rates across platforms compared to any other “Let’s Run There” ads. And Customer Care reported an uptick in positive feedback, including parents with children struggling to walk and others with mobility issues feeling inspired by Renner’s story.
Immediately following the campaign launch, Brooks’ weekly sales increased 17% compared to the previous month, and during the quarter the campaign was live, global revenue jumped 15% year-over-year.
