Today, Saucony debuts its new global brand campaign, “Run as One.” The messaging honors the brand’s rich running heritage while embracing the evolving landscape where running and culture intersect, focusing on in-person connectivity over competition.
“In today’s increasingly digital landscape, it’s easy to focus solely on online interactions, but we firmly believe that true connection — especially in a community-driven brand like Saucony — requires both the digital and the in-person elements to work in harmony,” Global Chief Marketing Officer, Joy Allen-Altimare, tells Footwear Plus. “While social campaigns provide an invaluable platform for amplifying our message and reaching a wider audience, the in-person movement is where the authentic connections happen.”
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The 30-second campaign anthem video features Saucony athlete Vanessa Fraser and creative collaborator Jae Tips, showcasing how running can become a collective experience through creative storytelling. In tandem with the social media campaign, Saucony is curating a series of global run club events in-person and virtually. To unite runners in cities around the world, the events culminate in several coffee shop residencies, starting today, March 4, with Ludlow Coffee Supply in New York City before expanding to Grand Rapids, Boston, London, and beyond.
“In a world where digital interactions often lack the depth of human connection, the in-person movement provides that essential, tangible experience—allowing us to engage people in a way that feels both authentic and lasting. Ultimately, the balance of these two methods allows us to build a community that is both vast and deeply rooted, creating a truly immersive and meaningful experience for everyone involved.” —Global Chief Marketing Officer, Joy Allen-Altimare
The brand is piggy-backing off of its successful collaboration with Collision Run Club to create Café Vestiaire during Paris Fashion Week in January. “Running, at its core, is a deeply personal yet inherently communal activity,” adds Allen-Altimare. “It’s about more than just the physical act; it’s about the shared experiences, the energy exchanged between individuals, and the bonds formed along the way.”
The video itself is the result of much collaboration. It was led by Saucony’s creative director Gus Johnston, developed by Wolverine Worldwide’s in-house creative agency, and produced by its in-house production company, together with Happy Place director Cam Hicks and photographer Will Reid. Run As One launches with a media mix of out-of-home assets in key markets including Boston, London, and Paris as well as on CTV, OLV, and social and display channels.
“By embracing both social and in-person methods, we ensure that the campaign reaches people wherever they are — whether they’re engaging with us digitally or showing up at a local run club event,” she says. “This dual approach not only increases the campaign’s reach but also deepens its impact by creating opportunities for people to connect in real life, further solidifying the sense of belonging that’s central to the Run As One ethos.”
