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SBD/January 28, 2014/Marketing and Sponsorship
Brooks To Introduce Transcend Shoe, Building Off "Run Happy" Campaign
Published January 28, 2014
READY FOR ANYTHING: AD AGE's Meredith Derby Berg reported Saucony's two-minute ad, called "Ready," will be "released this spring via social channels and select digital media" as part of the athletic-shoe marketer's "Find Your Strong" strategy "aimed at forging a connection with the specialty-runner consumer." Taking the strategy "a step further," Saucony is "releasing an inspirational 22-minute documentary called 'Finding Strong.'" The film "focuses on running worldwide and how it can change life's trajectory." It tells "stories from five countries, the U.S., Japan, Brazil, Africa and Finland." The film has premiered in N.Y., Boston and Austin, and "10 to 15 screenings will take place in key markets." It will be "released digitally in late March or early April" (ADAGE.com, 1/27).