Love moves

THE BRIEF

Who doesn’t love love? It has us at hello. It makes us run to airports to catch planes before the love of our life is lost forever. It completes us. Love makes the world better. This Valentine’s Day we wanted to celebrate love in all shapes and colors, and down every path. That’s why, as part of Brooks’ ongoing, 365 days a year commitment to the LGBTQ+ community, we celebrated the launch of the Loves Moves collection by asking artists and creators in the community to share their own personal stories of how love moves them.

THE CHALLENGE

Convince runners that Brooks supports all who love and all who run.

THE STRATEGY

Although running has a low barrier to entry, the sport has a lot of work to do before it's considered inclusive for people of all shapes, colors, and expressions. To help more runners see themselves in the run, we wanted to highlight real LGBTQ+ stories of how love manifests itself in unexpected, unique ways along every path. In other words, “the world runs on love.”

THE CREATIVE

To bring this idea to life, we partnered with five LGBTQ+ and ally creators. All we asked? Show us how love moves you. The results were astounding – and quite honestly – brought tears to our eyes. Our final assets included fresh designs, Reels, mini-documentaries, and even personal stories of triumph.