Global – Spotlighting the everyday reasons people break a sweat, the Every Runner Has a Reason campaign reframes what it means to be a runner.
Featuring those dashing to catch a takeaway, chasing the bus or sprinting after a dog, New Balance shows that the act of running belongs to everyone, applauding the small things setting people in motion. Samantha Matthews, New Balance’s senior marketing manager, explains: ‘To us, if you run for any reason, you are a runner, you are part of our community and we want to celebrate you and your reasons for running, whatever they may be.’
In a bid to generate community engagement, while gently encouraging sneaker-wearers to turn their casual runs into a hobby, the brand also teamed up with Strava to challenge users to run 30k in one month. The campaign reflects the ways in which the Pleasure Revolution macrotrend is manifesting in brand communications, giving legitimacy to fleeting moments of pleasure as an antidote to hyper-optimised lifestyles.
Strategic opportunity
The pandemic has caused a shift in the cultural value of pleasure and productivity. Appeal to consumers by highlighting the way your brand can facilitate contentment over enhancement