The campaign was inspired by the rule itself. Specifically, Rule 40’s mandate requiring athletes to wear only official sponsors’ logos or wear generic, unbranded clothing with no logos at all during the Olympic blackout period. This inspired us to create generic, violation-free sportswear – perfectly legal under Rule 40, and the perfect statement against it.

Generic, violation-free messaging in social and outdoor expanded the idea and further shined a light on the rule’s absurd and unfair restrictions by recognizing the International Olympic Committee’s self-proclaimed “ownership” of words like “Rio,” “Gold,” or “Games” in a tongue-and-cheek manner.

Two months prior to the Olympic Games, we launched the unbranded rule40.com site and its corresponding Twitter, Instagram and Facebook channels.

Dozens of violation-free sportswear kits were sent to key Olympic hopefuls and media influencers (with no mention of Brooks Running’s involvement) along with an invitation to join the effort at rule40.com.

In addition to being a hub for Rule 40 information and discussion – and a virtual storefront for the sportswear – rule40.com offered new, violation-free content every day leading up to the Games to help spread the word online.

Targeted outdoor generic messaging (both static and mobile) surrounded stadiums at the US Olympic Trials. Violation-free sportswear was also distributed during the week-long events.

Prior to the Opening Ceremonies in Rio and after much public speculation, the press reported that it was indeed a Brooks Running initiative.

The effort continued throughout the Olympics, with up-the-minute generic Olympic highlights and recaps.

We successfully spurred conversation about Rule40 with an extremely low spend (approx. $10k)

Mentions of Rule40 increased by 384% during the campaign

Athletes and fans from 135 countries visited rule40.com and joined the campaign.

Wall Street Journal, CNBC, SportsBusiness Journal, Bloomberg, LA Times, Fox Sports, and others reported the campaign despite the minimal media spend. In fact, the Wall Street Journal found the unbranded campaign so compelling, they ultimately broke the story that it was indeed a Brooks Running initiative prior to the opening ceremonies.

We inspired people to support our campaign and take a stand against Rule40

Athletes, fans and even rival sportswear manufacturers showed support in social posts wearing violation-free, rule40 sportswear during the Olympic trials and at the Games in Rio, and mobilizing their followers to support our campaign. Olympic athletes who joined the effort did so in spite of potential sponsorship backlashes against them.