Our strategy allowed us to speak directly to runners using insider language for recovery features and benefits because runners know how much recovery matters. And runners know BIRKENSTOCK.
“Runners aren’t a one-size-fits-all demographic. We looked at the media habits and audience psychographics of casual joggers, ultramarathoners, and everyone in between to inform both the comms framework paid media strategy and measurement plan.”
AARON EDWARDS, CEO
Ultramarathoners Arden Young and Scott Jurek’s stories drove the narrative across the Birkenstock website, paid media, and social assets.
“As an obsessive runner who has been wearing Birkenstock for years I wanted to get this story right for runners. So hiking camera gear to the tops of mountains in two countries, and getting stuck behind packs of mountain goats crossing the road was completely worth it because runners know this is what we do.”
MIKE DOLAN, CREATIVE DIRECTOR
Campaign visuals focused on the symmetry and contours between the human body and BIRKENSTOCK's footbed. This reinforced one of the campaign’s key messages: the human body is designed for running, and BIRKENSTOCK is engineered for recovery.