HIDDEN MILE

Client: Brooks

Project: Influencer Kit

 

Brooks wanted to send out an influencer kit for the unveiling of their new “Run Bra” collection. After doing studies, they found that ill-fitting sports bras shorten the strides of female runners, adding an extra mile of effort over the course of a marathon. Brooks came to us to get the running world talking about their new product. That “hidden mile” became the heart of the concept. I met with the client at the beginning of the project, and they expressed that they wanted the box to go to female members of the media who they’ve had a hard time connecting with in the past.  We designed a kit that not only delivered each recipient a bra in her size but told the revolutionary story of the new Brooks bra by layering different materials as they unwrapped their gift. This kit created great social media awareness and helped drive initial sales.