Endorphin Collection

Digital Product Launch & Campaign

Opportunity

Saucony spent two years engineering the Endorphin Collection, a set of three pinnacle speed shoes designed, tested, and perfected with their elite athletes. We developed a 6-month omnichannel drip campaign to get the shoes on people’s feet—on tour and in store—timed around marathon season and the Summer Olympics. But Covid changed everything. We brought the shoe entirely digital, recreating the endorphin rush without a “try-on” experience or marathons to back us, leading to a 1-day sellout.

Snippet of the web design, showcasing all three shoes and their core components, which break apart and fan out.
Saucony
iphone casing
iphone casing
iphone casing
Saucony
iphone casing
iphone casing
Saucony
iphone casing
iphone casing
iphone casing

Unlock

To translate the physical try-on experience into a digital one, we built a universe rooted in consumer insights and rich storytelling that drove people to an immersive product page. The creative toolkit served as a product launch guide for international markets and retailers around the world. We positioned the collection as the “Evolution of Fast”— with one shoe each for speed day, race day, and every day, catering the product to consumer use-cases. And we anchored the strategy in Saucony’s R&D: “engineered with elite athletes, built for everyday runners,” allowing for authentic influencer marketing with our athletes.

Facebook header for Interior Define's page, featuring a sectional and a mom & baby. The text reads, "defined by you".
Saucony
Facebook header for Interior Define's page, featuring a sectional and a mom & baby. The text reads, "defined by you".

Results

Pro Pre-order

Pro sell-out

1 Day

Runners driven to Saucony.com

78K

Biggest demand revenue day in 2020

PR

Media placements

22

Impressions

1.4B

Email

Increase in open and unique click-through rate

+21%

Product-focused email conversion

55%
Photo of Saucony Athlete, Molly Seidel, running across the finish line in Endorphin Pros, qualifying for the Tokyo Olympics.

Evolution of Fast

To launch a collection of three speed shoes with very different tech and use-cases, we used a phased rollout that inspires, educates, and guides our consumers every step of the way. Phase 1 built hype at global B2B conferences with teaser content focused on star athlete Jared Ward. Phase 2 sold out of all pre-sale inventory by building out hype via aspirational stories around our product development and our athletes’ big wins wearing Endorphins in marathons and Olympic Trials. In Phase 3, we rolled out and sustained the sale of each shoe one-by-one focusing on product benefits. And finally, we facilitated an unexpected lifestyle collaboration with Chaco that’s rooted in recovery.

Product photography against colorful backdrops for the cross-collab of Saucony's Endorphin Collection and Chaco's Chillos.

The success of the Endorphin launch and our work on Chaco’s Chillos launch led to a fast-tracked collab—The Endorphin Chillo. This synergy cross pollinates two consumer groups, getting the product in front of consumers that wouldn’t typically engage with it and positioning the Endorphin as a lifestyle.

Product photography against colorful backdrops for the cross-collab of Saucony's Endorphin Collection and Chaco's Chillos.
Product photography against colorful backdrops for the cross-collab of Saucony's Endorphin Collection and Chaco's Chillos.
Go to the Chaco Fit For Adventure Case Study