Run
Loud.
Client
Year
Sector
Service
9 days
to sell out the first drop
+31%
brand search in the Netherlands
6.8M
film views, no paid seeding
The challenge
Morrow had twelve years of credibility in training apparel and none in running. The Morrow One was entering the most crowded shelf in sport, against brands spending ten times our media budget, with a first drop of 40,000 pairs across six markets.
Launch film
Paper OOH in 6 cities
The idea
Running is sold as quiet and solitary. City runners told us the opposite: they run at night, in groups, and they want to be seen. Run Loud made the Morrow One the shoe you break through things in, starting with our own posters.
What we made.
A 60-second film of a sprinter tearing through a wall of red paper, shot in one take. 300 paper poster sites in six cities that runners could actually burst through, filmed by the crowd. Night run clubs with 48 local creators, and a launch-week media plan that followed the clubs' routes.
Launch film
Paper OOH in 6 cities
48-creator run clubs
Launch-week media
Retail windows
Made for the feed.
Cut vertical first, for the platforms where this audience actually gets watched.
9 days
to sell out the first drop
The result
The first drop sold out in nine days, three weeks ahead of plan. Brand search in the Netherlands rose 31% and the film passed 6.8 million views before a euro of paid seeding. The second drop is on the same platform.
“We asked for a launch. Ardor gave us a reason for runners to talk about us at the start line, and they still do.”
VP marketing, Morrow Athletic
