Brooks Fall 2016 Pheidippides The Gray Lady

Brooks supports every major marathon with a signature shoe in a custom color way or design. The program was named after the messenger Pheidippides, who delivered the news of the Persian defeat in the Battle of Marathon. Every marathon has a story, and this program celebrates the uniqueness of each city and race.

For the Fall 2016 NYC Marathon Brooks created a shoe that highlighted the iconic New York Times and its nickname “The Gray Lady”. With the theme in hand we developed the creative strategy and worked with the retail partners to buy into the unique activations.

The team crafted various engagements including printing a custom newspaper featuring various articles, a crossword puzzle, and in the center sheet, a hand lettered poster. The stores in New York loved the activations and the custom newspaper stands. The campaign was a hit helping the shoe to sell out quickly.