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BOSTON Employing a somewhat unconventional strategy, Stride-Rite’s Saucony performance footwear brand has launched customized microsites corresponding to a series of new print ads tagged “Loyal to the sport” and fashioned by Nail Communications.
Online and offline iterations seek to engage consumers by following the stream-of-consciousness monologues that go on inside runners’ heads. For example, in one execution, a Central Park jogger (who wears Saucony Grid Hurricane 8 shoes) mentally muses about running conditions, from the “damn ankle-biting” dogs that chase after him to whether he should leave his job to “get my head together” and improve his time in the 10K.
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