THE ASK
Create an integrated campaign that increased awareness and gets new consumers talking about Altra, all while driving revenue for the new Experience Collection.
THE IDEA
To grow beyond our core, we needed to connect with a broader, younger audience. Enter the Experience Collection: our most style-forward, accessible line yet. But to get new runners to try something that looks and feels different, we had to tap into something they already crave—the runner’s high.
That euphoric clarity. The stress relief. The sense of flow. It’s elusive, but every runner chases it. With room for your toes and a new cushion compound, the comfort of the Experience Collection lets you stay out there longer and increase the odds of hitting that elusive runner’s high.
THE RESULTS
Denver One Club Silver + Bronze Winner
THE DOPAMINE DISPENSARY
The Dopamine Dispensary hit the road all summer, popping up everywhere from races to Red Rocks to introduce new runners to a different kind of high. Visitors could test the Experience Collection, grab pre-run munchies, score swag, and enter to win free shoes every day at 4:20.
