RunLoud.
The Morrow One launch: a running shoe that sold out its first drop in nine days.
The challenge
Morrow had twelve years of credibility in training apparel and none in running. The Morrow One was entering the most crowded shelf in sport, against brands spending ten times our media budget, with a first drop of 40,000 pairs across six markets.
The idea
Running is sold as quiet and solitary. City runners told us the opposite: they run at night, in groups, and they want to be seen. Run Loud made the Morrow One the shoe you break through things in, starting with our own posters.
What we made.
A 60-second film of a sprinter tearing through a wall of red paper, shot in one take. 300 paper poster sites in six cities that runners could actually burst through, filmed by the crowd. Night run clubs with 48 local creators, and a launch-week media plan that followed the clubs' routes.
- Launch film
- Paper OOH in 6 cities
- 48-creator run clubs
- Launch-week media
- Retail windows
Made for the feed.
Cut vertical first, for the platforms where Morrow Athletic actually gets watched.
- TikTokTikTok · 2.4M views
- ReelsReels · 1.1M views
- ShortsShorts · 860k views
The result
The first drop sold out in nine days, three weeks ahead of plan. Brand search in the Netherlands rose 31% and the film passed 6.8 million views before a euro of paid seeding. The second drop is on the same platform.
“We asked for a launch. Ardor gave us a reason for runners to talk about us at the start line, and they still do.”
