Cannes Lions

Runincarnation

LEO BURNETT CHICAGO, Chicago / BROOKS RUNNING / 2017

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Overview

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Credits

OVERVIEW

Description

We took the Brooks shoes that Scott Jurek wore on his epic Appalachian Trail run, ground up the soles and included the recycled rubber in the soles of the new Brooks Cascadia 2189. (Hence the term Runincarnation.) By literally giving people the chance to run in Jurek’s footsteps, the Cascadia 2189 was designed to inspire them to explore their own limits.

Execution

2189 limited?edition pairs were designed and made over a 6 month period, featuring a graphic of the Trail route, Jurek’s autograph, and the edition number (out of /2189) printed on the insole. The Cascadia 2189 was sold at REI; a portion of sales went to the National Parks Foundation.

Outcome

The Cascadia 2189s sold out from BrooksRunning.com in only a few days.

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