What’s in this article:
- Brooks launched “The Runfulness Project” to help fuel runners’ idea as “a good run can unlock new ideas”
- The brand has taken on a few other initiatives recently as well that speak customer-centricity
Brooks Running recently launched “The Runfulness Project” to ask customers how they feel when running. Until the end of the month, runners can share their experiences and submit their new ideas in video or written format to Brooks for a chance to turn them into reality.
What’s #Runfulness? A run so good that it frees your mind and unlocks new ideas. We’re exploring Runfulness to see just how much it can change you… and the world. Learn more: https://t.co/hJLF8uXxXM pic.twitter.com/749Ca2aoMp
— Brooks Running (@brooksrunning) February 25, 2021
By partnering with The Run Fund, a panel of select judges will choose the top five ideas. Four of the nominees will get $25,000 to fund and help fuel their thoughts, while the first-place winner gets a massive $100,000.
The entire Brooks Running community also gets a chance to tap into the power of the project and take action as the grand prize winner will be voted for collectively on social media. A great way to allow all your customers to participate in a single project.
At the same time, Brooks has also announced that it is signing “The Climate Pledge.” To be helpful right now as a brand means taking a stand and helping address societal challenges. Another strategic way in which Brooks is currently connecting and engaging with its customer base and running community.
Still, signing the climate change recognizes Brooks’ dedication to convert materials in its products to recycled alternatives and use low-impact dye process. A win-win.
Sr Manager of Corporate Responsibility, David Kemp, explains how @BrooksRunning is implementing strategic goals to address #climatechange and achieve #netzero. pic.twitter.com/8oCWDn2zoj
— The Climate Pledge (@climatepledge) February 25, 2021
Lastly, over the past year, that surely wasn’t a simple one, Brooks recruited nearly 100 new hires and retained all its current employee base. By recently announcing this in a press release, Brooks is positioning itself in a positive light (once again).
Jim Weber, CEO at Brooks Running, said: “In 2020, the Brooks team stayed very close to the runner for cues on how to navigate the uncertainty caused by global retail and supply chain disruptions. We quickly found new demand signals to track shifts in running participation and shopping behavior and acted decisively to engage runners and gain market share in every channel of distribution.”
Therefore, by listening closely to customers – Brooks is certainly running towards healthy, strong, and happy customer relationships.
Become the best CRMer you can:
CRM Hack: Monitoring the User’s Heartbeat
What Does It Mean to Treat a Customer’s Email With Respect?
To Lock or Not to Lock Customers (into CRM Journeys)
What the Efforts to Promote Responsible Gaming Look Like Form the Inside