In its first Super Bowl ad buy, global running brand Saucony will be focusing on the brand’s efforts to promote sustainability, the environment and acts of good.
While details on the spot won’t be released until next week, the Boston-based company announced today that it’ll be working with Arnold Worldwide, a 75-year-old advertising agency that also works out of the Massachusetts capital.
“At Saucony, we believe what we do is more important that what we say,” Saucony CMO Don Lane said in a statement.
With this year’s Super Bowl, Lane said that the brand wants to “make a big statement about what we are actually doing to bring goodness to the world through a bold commitment to sustainability.”
The brand’s 2019 “Run for Good” campaign encouraged people to run at least one mile during the month of June. The company committed to donating to one of its charitable partners each time a runner shared his or her participation on social media. (Runners had to run a mile, post on Instagram, tag three friends and Saucony and use the hashtag #RunForGoodRelay.)
As part of the brand’s 120-year anniversary in 2018, Saucony partnered with Dunkin’ on 2,000 pairs of limited edition shoes that immediately sold out during the pre-order period. The shoes were launched in time for the Boston Marathon as a way to honor the city’s running heritage.
Arnold Worldwide has experience with running shoes. The agency worked with New Balance for six years until the brand chose not to renew the contract in 2016 in an effort to consolidate its global marketing efforts.