We worked with Saucony to develop a brand platform and rebrand to help the heritage running brand mean more in an increasingly crowded industry. To get a place on the podium, Saucony had to carve out a lane between the behemoth multi-sport mega-brands and newcomer trend brands. Instead of trying to beat them on spend or scale, we lead with authenticity and purpose.
Saucony, as the original running brand and the only one dedicated solely to running, can own running and everything it stands for. What does running stand for? Goodness. No matter why you run, running is bringing goodness. If there is a call to action for the sport, it’s simply this: Run for Good.
While the world is obsessed with greatness, “Run for Good” taps into an emotional truth: that good is good enough– it’s real, sustainable and true. In fact, it’s revolutionary. In today’s sports culture, being “good” is unheard of. Good performance? It's about the humanity of reaching your goals, not just data and optimization. Good products? It's about solving real problems with good innovation, not gimmicks. Good sportsmanship? Let’s bring it back. Let’s run...for good.
“Someoddpilot is fun, smart, creative and fast.
A good match for our brand.”
Sales growth of YOY delivered by the intergrated marketing plan.
Improved brand awareness and increased social followers.
Reestablished Saucony as a leader in run speciality and running innovation
We brought Run for Good to life through a complete brand refresh including a new primary logo lockup, tightened visual identity, and punchier voice and tone. Elevating red as the primary color builds equity and modernizes the heritage brand, while documentary style photography authentically brings our target consumers into frame. Messaging is honest, clever, and accessible—conveying the goodness of finishing a 5K or downing a beer in runners’ terms.
Extending the Brand
With the foundation laid, we evolved the brand identity to work across the brand’s disparate territories and product launches, ensuring that a “red thread” is woven through every asset for consistency. Every season, we develop an external suite of multifaceted brand assets for digital, social, and retail that are adopted universally by each global market. The branded content is now visually distinct but cohesive, inspire runners to act on the call to action and pack goodness into their lives.