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Campaign Imminent: Saucony taps PR AOR amid ad spend increase (Score 39)

Sporting goods brand Backbone Media as its PR AOR to bolster its storytelling, awareness and "Run for Good" brand platform.

As you can see in the video above, Saucony is currently promoting the ways in which its products encourage people to run, one of the only forms of exercise they can pursue right now due to the global pandemic.

According to Pathmatics, Saucony allocated roughly $1.5m toward digital ads in 2020, 61% from the roughly $934.2k it allocated in 2019. Last year, the brand earned ~267.4m via desktop display (66%), Facebook (28%), mobile display (4%) and Instagram (2%) ads. Most of these desktop display ads (53%) were placed site direct onto runnersworld.com.

The materials of Saucony's footwear and apparel products are sustainably-sourced, which appeals to environmentally oriented Gen-Z. The brand's focus on authenticity, honesty and transparency, along with its heavy reliance on digital advertising channels, is also popular among this audience. Saucony's leadership hold buying conversations in Q2 and planning conversations in Q3.

Agency & martech readers - PR hires often precede other agency reviews, so contact soon to remain top-of-mind for work as Saucony Arnold Worldwide (creative).

View our most recent update on parent company here.