Agency: Design Army
Client: Saucony
Saucony’s EndorphinPro 3 shoe launch needed to be as distinct as its lead Prospect-Pink colorway. This attention-grabbing pink is a symbol of self-expression rooted in disruption that could either build intrigue and build affinity – or simply alienate because the shoe is literally hot pink which may not appeal to the elite running audience. To get the most impact, we needed a way to attract and educate both runners and culturalists that could help spread the launch virally. We created a pop-up experience during the men’s collections at Paris Fashion Week to combine fashion and fast; and let the bold Prospect-Pink colorway inform all the visual cues, guerrilla marketing, and experiential activations. Leaning on bold typography that incorporates movement and animation the pink exterior and glowing window displays make a splash. All details and touch points ladder back to speed and feeling - from the art gallery-esque entry and immersive treadmills to the interactive living quarters boasting an Endorphin Bar, bright pink bathtub with EndorphinPro 3-clad feet, and a bed whose mirror above reads “Go Faster” for the ultimate selfie. Around Paris, bright pink branded “newspapers” were distributed to draw all eyes (and feet) to the Saucony House of Speed.
Additional Credits
Pum Lefebure, Chief Creative Office
Sucha Becky, Creative Directors
Jason Chae and Chloe Jung, Designers
Samantha G Kim and Jake Lefebure, Project Managers