Work

Saucony PR

May 29, 2009 MullenLowe

Challenge: Create growth potential in a highly competitive retail landscape when runners are extremely brand loyal.

Solution: Engage youth and scholastic runners with events and Web 2.0 tactics to secure their brand loyalty before they establish an affinity for a brand.

Maximizing the success of the existing Spike Night platform, an exclusive retailer program designed to educate and inspire scholastic runners, Mullen developed a Spike Night microsite by employing Saucony sponsored athletes to provide video content, tips, techniques and nutritional advice during the cross country pre-season. Additionally, Mullen implemented Web 2.0 tactics and generated a steady flow of news coverage, while also executing media and trade show events to maintain Saucony’s role as a leader in performance footwear and apparel.