It isn't anymore.
The gym became a runway. Hazen didn't.
Hazen wearers are the last people who still believe in the run itself. No filters. No audience.
A campaign that removes every reason to run except the only honest one.
Blank billboard. Just a finish-line tape and a route map.
User-submitted raw run data. No photos.
Floor decal: "No mirrors inside."
Pace-club partnerships in 14 cities.
No music. Just ambient run sound.
34% aided recall
61% projected
| Channel | Weeks 1-4 | Weeks 5-8 | Weeks 9-12 | Total |
|---|---|---|---|---|
| Paid Social | $680K | |||
| OOH | $520K | |||
| Audio | $340K | |||
| Retail Activations | $280K | |||
| Production & Earned | $280K | |||
| Total Investment | $2.1M | |||
Trail running rebrand repositioned heritage outdoor brand for performance athletes.
+28% YoY
Performance narrative launched science-backed sports drink into endurance market.
47M earned impressions
Content series "Ground Level" profiled everyday runners in authentic environments.
Shorty Award 2024
38-person Brooklyn agency. Founding team: ex-Wieden+Kennedy, ex-Nike Brand.
Est. 2019
$2.1M
Brand Consideration
+18 pts
Paid ROAS
2.4×
Earned Impressions
12M
"I run because I have to. Not for the content."
— Hazen runner, Portland (NPS Survey, Feb 2025)
This campaign hands that person a megaphone.
Brief alignment, audience research, campaign architecture
Concepting, copywriting, design iterations
Asset creation, media buying, platform setup
Campaign goes live across all channels
Optimization, earned activations, community
Performance analysis, learnings, next phase
Jordan Mace, Partner
Fold Studio
jordan@foldstudio.co • 718.555.0147