Saucony / Brand Voice

Serious runners knew Saucony. It's just that no one knew what the brand stood for. I developed a brand point of view that was assertive, unapologetically competitive, and a little bit badass—just like the men and women behind the product. A print campaign brought this voice to life, focusing on Saucony's obsessively personal commitment to runners of all levels. It worked. When the ads appeared in Runner’s World Magazine, 81% of readers asked said they intended to buy—a full 20% higher than average for the category.