Experts in the outdoor, Salomon wanted to announce their arrival in the city. We leveraged the desire to reconnect to nature – imagining CITYTRAIL™, a long-term collaborative project that maps cities according to their running trails.
We deployed this in 20 countries, complemented by POS activations. An ambitious project, which gives rise to an urban subculture.
LEGITIMIZE SALOMON IN THE URBAN LANDSCAPE.
The image of Solomon is associated with outdoor terrains. To legitimize their arrival in towns and cities, we developed an identity that would resonate with the values of the outdoors: key visuals that dramatize vertical urban landscapes, an advertising slogan that challenges runners that are accustomed to flat routes around their city, and an integrated visual identity in an urban spirit (logo, stencils).
Intended to recruit a new, mainstream target, the brand platform is relayed through traditional advertising, digital, social media, event and within retail. It is launched in 20 key markets, from SS2014.
PROJET : reconnect cities with nature
To unite a global community of runners, we launched a global project: to map the largest cities of the world through the prism of their running trails. A collaborative 3-year project, which relies on an underlying trend: reconnecting cities to nature.
Engineered like a grassroots movement, we launched a challenge to communities of runners around the world, through the slogan « Elevate Your Run ».
We rely on two types of power users:
Guides, professional coaches who create routes and introduce the public to the CITYTRAIL™ experience through the Community Runs.
Explorers, runners pioneers who designate new points of interest («spots») in their cities
We created city guides that allow locals and visitors to experience a city through its its muti-terrain scenery, trails etc.
CONNECTING POINT OF SALE & DIGITAL: THE COMMUNITY RUNS
We recruited the pioneers of this movement locally, through Community Runs - runs that initiate CITYTRAIL™ discovery, led by a coach, and organized by retail partners of Salomon. These Community Runs exist in Tokyo, Berlin, Bilbao or Paris. That's more than 540 sessions that kick off the CITYTRAIL™ project.
POPULARISE PRACTICE: the MOBILE APPLICATION CITYTRAIL™
In parallel, we encouraged riders to individually identify the routes and points of interest CITYTRAIL™ in their cities. Through a dedicated website and the CITYTRAIL™ app, we allowed them to discover the city guides, to add new spots in real time, explore the trails and points of interest created by other users. They can also register for Community Runs organized nearby.
The app also allows runners to record racing performance, track and share progress.