Sometimes, a run is just a run. But for many, it’s “me time.” It’s an escape. That was our positioning when we launched Brooks’ Glycerin 19, a shoe so perfectly cushioned it allows you to forget your feet entirely and free your mind. An experience we named: Runfulness.
Runfulness is mindfulness unlocked by running. It’s the effect of a run so good, so freeing, it allows your mind to travel places your feet can’t go. Unlike the “runner’s high,” Runfulness is a flow state reached only on the run—not after it. Brooks became the first brand to put this experience into words — and we traveled the globe to talk to runners about the power it holds.
We introduced the concept through a series of videos and social content that were translated in 6+ languages, giving Runfulness instant global reach.
Introducing The Run Fund…
Once we launched Runfulness to the world, we wanted to further fuel its power.
So, we created The Run Fund, an accelerator that asked runners from around the world to tell us about the dreams and ideas Runfulness unlocked for them — and then, for five lucky winners, we turned those dreams into reality by offering cash and mentorship to help them bring their Runfulness ideas to life.
Runfulness achieved ✨
We got hundreds of thoughtful applications and in the end, awarded a grand prize of $100,000 to fund “Earth Runs,” a eco-focused company that makes biodegradable race medals and plants trees for each race you run.
ACD: Chelsea Anderson
Art Director: Hannah Shams