Saucony

Brief
Saucony challenged us to launch the Guide 7 to a younger, lifestyle-driven audience. the campaign needed to connect with people who run occasionally, but don’t identify with traditional running culture.

Insight
Among young clubgoers, running home after a night out has become an unexpected ritual. not for performance, but simply because it feels good.

Approach
We turned this behaviour into Run From the Club Club: a campaign that positions Saucony as part of nightlife culture. The concept was introduced through a series of posters, followed by a live PR activation outside the Stockholm nightclub Trädgården.

three influencers each lead a different running route through the city, heading towards destinations such as Hornstull and Tekniska högskolan. Music plays throughout the run, creating a moving extension of the club night. The result is a run club for people who would never normally join one, turning the journey home into A spontaneous Saucony experience.

Role: Art Director

RR