top ranking lists.
Source: takeover – Page 1 – Saucony Stories
adidas Paul Pogba Capsule Pushes Momentum Forward | Marketing takeover Page 1 Saucony Stories campaign as a sign of all that is wrong with the sneaker marketing industry. The influencer based Originators saw ten sneakerheads launch 100 pair of their repudiate designs with Saucony.
Air Max DN | Let Performance Become Retro…
The unintended implication is that women aren’t Originators. The real problem is that the sneakerheads utilized are either Jordan/Nike or adidas heads first and that is the underlying problem with collabs. They create bumps in interest as opposed to a more consistent roll out of content by brands.
The Takeover is one part podcast, one part video, all parts social media content creation that allows one of Saucony’s athletes/influencers to takeover their Instagram account and give you an all access look into a day in the life.
In the last year I’ve stated that marketing has to be more organic for brands. I also stressed the importance of long term goals vs short term spikes in interest. This campaign is exactly the remedy needed to craft a narrative around the brand. The problem however is that #takeover doesn’t show up anywhere on the brand’s site/splash page. There isn’t a pinned tweet. On Facebook the focus is on the Run Your World campaign, but the takeover which is a more active campaign is relegated to Instagram only. This isn’t a big deal, but #takeover should definitely be placed everywhere and also uploaded to YouTube to take advantage of the cross platform marketing opportunities.
Use the source link above to view each takeover. 3 out of 10 are women… much better than the Originators campaign, much better.