Brooks® Launches Irreverent Campaign to Spread Joy of Running
The Sklar Brothers Bring Humor to Their Roles as Running’s #1 Superfans
Bothell, Wash. – April 14, 2009
Leading running company Brooks Sports, Inc. (www.brooksrunning.com) announced today the launch of its Running Superfans brand campaign, which features comedians Randy and Jason Sklar as Carl and Karl Underwood in a series of humorous print and online executions, as well as video shorts. The Underwoods have a single-minded obsession with running; they are Running’s #1 Superfans.
With the help of the Sklar brothers, Brooks will unveil the Running Superfans campaign in conjunction with the 113th Boston Marathon. On Friday, April 17, the company will transform a portion of its Boston Marathon expo space into a running revivalist tent—complete with a spirited organ-accompanied choir—to revere running, showcase the video shorts, and give runners an opportunity to meet the Underwoods. The show will play nearly every hour throughout the expo.
“The Running Superfans concept is a metaphor for Brooks’ commitment to running and supporting runners of all types. Running is the sole focus of the company, and Brooks considers itself the biggest fan of the sport,” said Dave Larson, Vice President of Marketing for Brooks. “We think all runners will identify with the Running Superfans characters not only because they are passionate about running, but also because they interpret the world around them through the lens of running.”
As stand-up comedians and twin brothers, Randy and Jason Sklar have made countless guest appearances on well known TV shows, have a popular stand-up special on Comedy Central, and are known for their critically acclaimed ESPN Classic comedy and sports series entitled “Cheap Seats.” As Carl and Karl Underwood in Brooks’ Running Superfans campaign, they are walking Wikipedia entries of running trivia; their mission is to share their love of running with the world because every person they meet is a potential runner in need of only a little inspiration.
The Running Superfans campaign includes eight video shorts with humorous storylines such as bribing a motorcycle cop, opening up a free nipple-taping stand, and foisting running-inspired fashion designs on office workers. The videos are posted on the interactive campaign microsite at www.runningsuperfans.com.
In addition, there are five print executions, which will begin appearing in the May issues of Runner’s World, Running Times, and Women’s Running, among others. In one print execution, the Underwoods complete their full-scale sculpture of their favorite runner, Brian Sell, out of 14 different types of pasta; in another execution, the brothers camp out in front of a specialty running store in anticipation of the launch of the Trance™ 9.
The company’s tagline, Run Happy®, is represented throughout the brand campaign. Run Happy embodies the emotional core of running, the part of the running experience that lights up the pleasure centers of the brain. Run Happy is a celebration of the special spirit that makes running the most addictive sport the world has ever known—one that is easily recognizable to every runner whether young or old, fast or slow, male or female, master or newbie.
The Running Superfans campaign was created by The Great Society (http://www.greatsociety.com/), a Portland, Oregon-based experiential marketing company that provides a range of services for its clients, including brand consulting, graphic design, and advertising.
To experience the Brooks Running Superfans campaign for yourself, please visit www.runningsuperfans.com.
Brooks Sports, Inc. is a leading running company that designs and markets a line of performance footwear, apparel, and accessories in more than 40 countries worldwide. A subsidiary of Berkshire Hathaway Inc., Brooks was founded in 1914 and is headquartered in Bothell, Wash., near Seattle. The company’s mission is to inspire everyone to run and be active by creating innovative gear that keeps them running longer, farther, and faster. Visit www.brooksrunning.com for more information.