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Fleet Feet Launches Largest Brand Campaign to Date

Fleet Feet, the largest franchisor of locally owned and operated run specialty stores, has launched its new “#ReasonsWeRun” brand campaign, a crosschannel effort highlighting people who decide to start running, and the positive effects it has on their lives. Developed in partnership with MMGY Origin, the “#ReasonsWeRun” campaign is Fleet Feet’s largest brand campaign to date with a mix of paid and organic content, a fully integrated media plan, and storespecific assets designed to bring the campaign to life.

“Fleet Feet believes that running has the power to change lives. At the same time, we know how intimidating it can be to take the first step,” states Ashley Arnold, director of brand marketing for Fleet Feet. “The campaign showcases the true impact running has on our lives through inspiring and relatable stories of our real customers, and the communities they find as a result. We view #ReasonsWeRun as an invitation to share those stories and encourage everyone to keep moving.”

“Fleet Feet has an incredibly strong dedication to its community of runners,” says Danielle Kristmanson, partner and executive creative director at MMGY Origin. “When we landed on the idea of telling stories about the reasons people run, their team pressed us to tap that
community directly. The real Fleet Feet customers we met during the process and their true stories that were documented for the campaign were an inspiration to all of us.”
Working with media agency Goodway Group on a distribution strategy, “#ReasonsWeRun”
will initially launch in March through the Spotify Ad Network. Additional spots and indepth storytelling will run across CTV, display advertising, online video, and Fleet Feet’s social media channels, complimenting instore assets and displays throughout the spring and
summer.

For more than 46 years, Fleet Feet (spanning 250 stores) has created welcoming environments that allow runners, walkers, and fitness enthusiasts of all abilities to conquer their goals at every level, on every surface, at every distance with personalized solutions, knowledge, and empowerment. The brand campaign comes on the heels of recent acquisitions, including JackRabbit and Marathon Sports. JackRabbit stores have folded into the Fleet Feet brand while Marathon Sports remains a wholly owned subsidiary of Fleet Feet. Fleet.

To view the full length #ReasonsWeRun video, click here.

An opening video scene from new Fleet Feet’s new “#ReasonsWeRun” campaign.

The March 2024 Issue

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