Merrell — Barefoot Running launch
My role
French and Spanish rollout of an international campaign
The context
Convincing runners they had been running wrong for thirty years. A campaign aimed not at a competitor, but at an established belief: cushioning.
What I did
- Local rollout (France, Spain) of a US campaign on barefoot running
- Organised educational press conferences with medical and sports experts
- High-visibility retail activations in store
- Media and influencer plan across the running and outdoor communities
- Coordinated the partners: PR agency, distributors, athletes, media
What came of it
- A campaign noticed for breaking with the conventions of running
- Gradual adoption by early adopters and opinion leaders
- A new brand territory established for Merrell