Take the next step.
Trying to get a brand to take the next step.
Saucony never asked us for thinking on their brand — but that’s what creative people do: run toward opportunity. This is our unsolicited vision, built on the purity runners know, and expressed through a campaign, a digital storefront, and a stand on sustainability.
It started with purity.
Running is the foundation of the brand — and Saucony’s leadership described the avid runner’s headspace with one word: purity. We saw that as more than an insight; it’s a core brand attribute, best understood in the moment running becomes transcendent.
Take the next step.
A mantra born from the hyper-moment every runner knows, then applied to all of life. The 22nd mile of a marathon. A teenager asking someone to dance. A founder signing a first lease. Rehab after surgery. Every journey begins with a single step — a social campaign, and a Super Bowl spot, around one idea.
Cool is about cues.
Coolness is signaled, not stated. We mapped the cues Saucony could own: the playful mystery of a name nobody can pronounce (saw-kahn-ee), the meaning hidden in its three circles, and the mimetic desire that brands like Kith and Supreme manufacture — a product experience worth coveting.
Website as showroom.
A digital storefront that makes the product the hero: a close-up, tactile, near-endless scroll of the shoe itself, with heritage and editorial woven into the shopping experience rather than walled off from it.
Good ethics, now that’s a lifestyle.
Saucony’s standards become the story. Run the Chain has the world’s top runners document every step of the supply chain. We Think in Centuries imagines biodegradable shoes and a Saucony Forest. And the Microplastics Pledge leads the industry’s stand against plastic pollution.
“Running is a paradox: you disconnect from everything else, while you feel connected to everything.”
- Brand Strategy & Positioning
- Brand Excavation
- Campaign Concept
- Verbal Identity
- Website / Digital Storefront
- Art Direction & Photography
- Sustainability Platform
- Client
- Saucony
- Sector
- Footwear · Sportswear
- Discipline
- Brand Strategy · Campaign · Website
- Year
- 2024
- Studio
- Meaningful