Research &
Brand Strategy
Helping Brooks resonate with Gen Z by translating cultural insights into brand positioning, campaigns, and product storytelling.
Live Client | Duration: 10 weeks
Client Ask: Develop a brand strategy for Brooks to authentically connect with Gen Z. Translate competitive, cultural, and consumer insights into actionable recommendations for brand positioning, marketing campaigns, product storytelling, and future activations.
What I did: Led a Gen Z research and strategy initiative to uncover how Brooks can deepen cultural resonance with younger runners. My work included designing and analyzing a consumer survey, auditing Brooks’ current social and cultural footprint, conducting focus groups with runners, and synthesizing insights into actionable strategic recommendations for brand positioning, community activations, and social storytelling.
The Challenge
90%
of purchases come from the top 3 brands people consider.
Within the running shoe category, Brooks wins on comfort and reliability, but….
But it is NOT often among the top 3 considered brands for Gen Z.
Brands like Hoka, Nike, On Cloud, and New Balance usually occupy the minds of younger shoppers right now. See the following competitive review for a deeper dive.
Competitive Review
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Nike Running
THE EMOTIONAL DRIVER
Reframed running around personal motivation through the “Why Do It?” campaign, making performance feel more emotional and human. The brand extends this into culture with immersive experiences like the Nike After Dark Tour, building a strong lifestyle community around running. Still, Nike’s identity remains deeply rooted in elite performance, which can feel intimidating or unattainable for more everyday runners.
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HOKA
THE COMMUNITY BUILDER
Positions running as a social and accessible experience, with community-led culture and run clubs acting as a key entry point into the brand. HOKA appeals across multiple movement mindsets, spanning elite performance athletes to everyday “hot girl walkers” seeking comfort, wellness, and lifestyle wear. While the brand excels at creating belonging, it lacks a sharper emotional identity.
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ON
THE STATUS SYMBOL
Positions running at the intersection of performance and fashion through culturally driven collaborations and partnerships with figures like Zendaya. The brand builds aspiration through elevated creative direction and strong visual identity, making running feel stylish and culturally relevant. However, the brand can feel somewhat exclusive and image-driven, prioritizing fashion over function.
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ASICS
THE MENTAL HEALTH AUTHORITY
Anchors running in wellbeing through campaigns like “Good Vibes,” positioning movement as a tool for mental and emotional health rather than just physical performance. The brand feels grounded, credible, and trusted by serious runners, especially around recovery and holistic wellness. However, ASICS lacks strong cultural visibility and energy, making the brand feel dependable, but not necessarily culturally leading or emotionally magnetic for younger audiences.
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Saucony
THE NICHE COMMUNITY PLAYER
Builds cultural relevance through grassroots community integration, from coffee shop collaborations and boutique partnerships to local run crews and city-based activations. The brand’s “Run As One” platform focuses on the emotional and social reasons people run, positioning movement as a source of connection and belonging. While Saucony has developed a strong aesthetic and authentic community presence, its influence still feels more niche, with less mainstream visibility.
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New Balance
THE WORLD BUILDER
Builds immersive product worlds through experiential drops, pop-ups, and installations that make performance feel culturally relevant and emotionally engaging. The brand successfully blends sport and lifestyle through high-profile collaborations and design-forward storytelling, helping it resonate beyond core running audiences. However, New Balance increasingly leans lifestyle-first, and its cultural relevance does not always translate back to a clear or differentiated running identity.
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Brooks
THE TRUSTED SUPPORT SYSTEM
Actively expanding beyond traditional performance running through partnerships like the Seattle Mariners and campaigns featuring artists like Cynthia Erivo. The brand is also investing heavily in community-driven experiences, from Run Disney and grassroots run clubs to local activations that make running feel more welcoming and connected. While these efforts show strong momentum toward cultural relevance, Brooks still has an opportunity to unify them under a clearer, more cohesive brand story that emotionally connects performance, community, and identity.
The Research
When Gen Z thinks of Brooks, these words are typically what come to mind:
These are positive brand associations, which is a win for Brooks!
Yet, when it comes to cultural relevance, these associations are not moving the needle.
The brands winning culturally are building worlds around movement, not just selling shoes. They connect running to identity, community, fashion, wellness, and self-expression, making the brand feel naturally embedded in culture and everyday life.
Furthermore, the category targets performance runners, but the majority are moving and running for other reasons:
The running category sponsors high-performance athletes, targets marathon runners, and spouts motivational dialogue to encourage people to try as hard as they can.
When in reality, according to my survey, 85%+ of people are running and moving to build an active routine, regulate their mood, and connect with others.
And while performance credibility is a high priority, it can easily become overwhelming, especially for Gen Z.
What’s up with Gen Z?
The Opportunity
In a world defined by comparison, pressure, and constant performance-
MOVEMENT
is no longer about winning— It’s about feeling like yourself again.
Introducing The Strategic Platform
MAKE YOUR MOVE
Bringing this platform to life
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Prioritize entry-level moments (first runs, short distances, resets) over elite performance narratives.
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Shift from aspirational athletes to relatable individuals across paces, bodies, and routines.
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Create environments (IRL + digital) where running feels communal, casual, and shared.
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Incentivize participation, consistency, and small wins. Make it less about speed, distance, or output.
A content system built around the tension between intentions and actions
“LET’S BEGIN HERE” SERIES
SOCIAL
Inspiration image from @nealsphysique showing proof of concept and great engagement.
Why it works:
Captures the starting point, not the outcome
Makes internal friction visible and relatable
Positions Brooks as the push to begin
Concept: Carousel split-screen storytelling
Top: hesitation (scrolling, overthinking)
Bottom: action (moving, starting, connecting)
Showing the Emotional Shift
Content concepts explored how a simple decision to move could transform the way people experienced their day—turning running from an obligation into a reset, an escape, or a catalyst for possibility.
RUN CLUB STREET INTERVIEWS
A content series that captures real stories of people making their move
Concept: In-motion street-style interviews at run clubs
Why it works:
Not just telling people to move, but showing it
Expands movement beyond running
Builds cultural relevance through real voices
Community becomes the storytelling engine
Built around questions like:
“What was the bravest move you’ve ever made?”
PINTEREST CONTENT
Turning advertising content into inspiration
Concept: Showing more Pinterest native content
How Tagline x Platform Connect:
“Make Your Move” captures the emotional push Gen Z is craving, while “Let’s Run There” grounds it in what Brooks does best: movement.
Execution: Scenic, minimal text, lifestyle-forward. It blends in with saved pins instead of standing out as an obvious ad, which increases engagement and saves.