Saucony launches its new campaign 'Run as One', aiming to blend running with lifestyle to rejuvenate its brand amid a competitive market. The 30-second film, set in New York City and Mexico City, features narratives of communal running combined with everyday activities, showcasing the sport's cultural significance. This marketing push follows an 18% sales decline year-over-year, highlighted by strategic shifts as newer brands gain ground. The campaign embraces an analog film aesthetic, appealing to younger audiences' preferences for authenticity, and was developed by Saucony's in-house team.
"We have a long history in running and running culture, and as we start to shift and pivot to this idea of running and lifestyle, we wanted a campaign that demonstrated that," Allen-Altimare told ADWEEK.
"From athleticism and competition to fundamentally, running is about living [and] how we move through the world together," Johnston said.
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