Brooks Running limited-edition shoes
Full campaigns, branding, content creation, CRM/e-commerce copy, OOH concepts, naming and more.
One of my favorite things to do at Brooks Running is to build out unique brand identities for our many limited-edition releases.
Shine Collection
Copy/Concept: Kevin Olitan
Art/Concept: Tarah Kovach
Our shoe designers came to us with a set of women's only Revel 3's (all-day cushioned footwear) with bright midsoles. Working with design, I helped build out a shining jewel identity. One that you'd take with you both on runs and post-run hangs.
Pixel Pack
Copy/Concept: Kevin Olitan
Art/Concept: Sarah Slegh
Quite possibly, the most on-brand shoe to my own nerdiness. We started off with shoes that we're inspired by old-school electronic elements. During brainstorming, we went from TV static to Tron to finally, video games. The linearity and motion of classic video games like Mario also really lended itself to our fun IG story that features the shoes in a pixel marathon.
Victory Collection
Copy/Concept: Kevin Olitan
Art/Concept: Sean Bucknam
After being briefed on an Olympic-inspired shoe and set for an Olympic-inspired look and feel, we thought this would be a straightforward one. Then 2020 happened. You can probably guess what happened to anything related to the games in Tokyo. Under a tight timeline, my art director partner and I redid the concept to something more about "global unity and togetherness" coupled with celebratory colors that were inspired from World Cup branding. After a lot of deliberation, the core of the copy also pivoted to "running is a victory no matter where you are" vs literal victory in the Olympics. Because at the heart of the brand, it's always been about your personal best, personal mile goals, personal accomplishments.
Aloha Collection
Copy/Concept: Kevin Olitan
Art/Concept: Gina Rossi
We got tropical-themed shoes. Toucans and all. How do we market a shoe that exudes relaxation to an audience that breaks personal records on the regular? We went with a vintage postcard route with Runner's High being that central destination. Keeping the fun patterns and messaging grounded towards the run.
