Fleet Feet Launches “#ReasonsWeRun” Brand Campaign
CARRBORO, N.C. (March 1, 2023) — Fleet Feet, the largest franchisor of locally owned and operated run specialty stores, today announced the launch of its new “#ReasonsWeRun” brand campaign, a cross-channel effort highlighting people who decide to start running, and the positive effects it has on their lives.
Developed in partnership with creative agency MMGY Origin, the “#ReasonsWeRun” campaign is Fleet Feet’s largest brand campaign to date with a mix of paid and organic content, a fully integrated media plan and store-specific assets designed to bring the campaign to life locally.
“Fleet Feet believes that running has the power to change lives. At the same time, we know how intimidating it can be to take the first step,” says Ashley Arnold, director of brand marketing for Fleet Feet. “The campaign showcases the true impact running has on our lives through inspiring and relatable stories of our real customers, and the communities they find as a result. We view #ReasonsWeRun as an invitation to share those stories and encourage everyone to keep moving.”
"Fleet Feet has an incredibly strong dedication to its community of runners," says Danielle Kristmanson, partner and executive creative director at MMGY Origin. "When we landed on the idea of telling stories about the reasons people run, their team pressed us to tap that community directly. The real Fleet Feet customers we met during the process and their true stories that were documented for the campaign were an inspiration to all of us."
Working with media agency Goodway Group on a distribution strategy, “#ReasonsWeRun” will initially launch in March through the Spotify Ad Network. Additional spots and in-depth storytelling will run across CTV, display advertising, online video and Fleet Feet’s social media channels, complimenting in-store assets and displays throughout the spring and summer.
For more than 46 years, Fleet Feet owners, operating partners and employees have created welcoming environments that allow runners, walkers and fitness enthusiasts of all abilities to conquer their goals at every level, on every surface, at every distance with personalized solutions, knowledge and empowerment.
The brand campaign comes on the heels of recent acquisitions, including JackRabbit and Marathon Sports. JackRabbit stores have folded into the Fleet Feet brand while Marathon Sports remains a wholly owned subsidiary of Fleet Feet. Fleet Feet supports more than five million customers across 250 locally owned and operated stores.
To view the full length #ReasonsWeRun video, click here.
About Fleet Feet
Founded in 1976, Fleet Feet is the largest franchisor of locally owned and operated run specialty stores. With more than 250 locations in 40 states and a national headquarters in Carrboro, N.C., Fleet Feet is committed to providing runners, walkers and fitness enthusiasts with outfitting expertise, robust training programs, community support and rewards. Fleet Feet believes that RUNNING CHANGES EVERYTHING® and was recognized in Fast Company's Brands That Matter List and Inc.'s Best in Business List. Stay inspired, motivated and connected at Fleet Feet.
About MMGY Origin
MMGY Origin is an outdoor-focused, digitally-driven creative, content and marketing agency. Founded more than 20 years ago, the agency has worked with a multitude of prominent outdoor brands such as Whistler Blackcomb, L.L.Bean, lululemon, Smartwool, The North Face, and many more. With offices in Montreal and Whistler, as well as a US subsidiary based in Vermont, MMGY Origin provides a bilingual suite of capabilities to the outdoor brands it helps succeed and grow in both Canada and the US. Subscribe to MMGY Origin’s “Insights On The Outdoors” monthly newsletter at originoutside.com/newsletter-sign-up.