Global Footwear Launch
Elite Runner + Premium Athletic
Challenge
Launch a signature footwear line for an elite runner while establishing their positioning as a performance-first athlete in a crowded market.
Goal
Drive pre-order sales, build brand authority, and create lasting consumer connection through authentic storytelling.
Positioning Framework
Developed "Run Your Truth" narrative emphasizing athlete's journey from underdog to champion
Launch Sequence
12-week phased rollout: teaser, reveal, access, and amplification stages
Content Ecosystem
Multi-platform content strategy spanning social, editorial, retail, and events
- —Athlete-owned social channels (2.1M followers)
- —Brand partner channels (18M followers)
- —Select media partnerships and editorial features
- —Retail partner activations across 12 markets
Origin Story Series
4-part documentary series on athlete's training journey
Product Reveal Event
Exclusive invite-only launch event with press and influencers
Social Activation
Daily content across platforms with community engagement
Long-form content assets
Social media content
Retail activations
Campaign duration
Authentic storytelling drives conversion
Behind-the-scenes content outperformed polished product shots by 3.2x in engagement and drove 47% of pre-order traffic.
Phased reveals build anticipation
Gradual product reveals over 4 weeks maintained consistent interest and prevented early campaign fatigue.
Community activation is essential
User-generated content from early access community members provided authentic social proof and extended reach organically.
- —Expand content to highlight technical product features
- —Launch community challenge program to drive sustained engagement
- —Develop retail partner toolkit for in-store activation
- —Create long-term content calendar for ongoing product storytelling