Recent research reveals people are skipping the tunes while running to learn from the masters on a range of motivational, technique, and nutritional issues.
A new campaign for Intersport to launch Nike Epic React builds on this trend by offering audiences ‘in-ear’ training through a learning-oriented podcast by ultra-marathon runner and influencer Coach Lee.
The campaign covers 26 countries and is part of a wider repositioning of Intersport by brand experience agency HarrimanSteel.
Launched this week, the agency has created a digital platform that offers runners expert knowledge to improve their performance with a podcast series as a key feature. The use of ‘in-ear’ training comes from insights drawn from focus group testing and wider research that confirms podcasts are a growing trend across the wellness and fitness community.
The podcasts are free to download and are designed for aspiring athletes to improve performance. They cover topics such as: ‘How I got into running,’ ‘Running for the mind’ and ‘From 30 seconds to 30 minutes.’
Managing director Leah Forsyth says: “Effective influencer marketing is not about ‘selling,’ but offering people genuine value. People don’t want to be sold to; they want to be inspired and informed. With this in mind, we’ve developed a campaign that serves people with the best product and a podcast series to become better runners too.”
HarrimanSteel is a brand experience agency in Amsterdam founded in 1999. Over the past two decades, the agency has worked with a range of bespoke lifestyle and cultural brands such as Patagonia, TOMS, Sonos, and Nike and is famed for crafting bold ideas that transform everyday transactions into intimate commerce.