As Saucony’s digital agency of record, Someoddpilot is charged with strengthening the brand’s digital presence to increase engagement in both the running footwear and lifestyle markets.
In April 2018, Saucony launched a special-edition shoe that would to bridge the gap between elite runners and sneaker aficionados by tapping into one of the worst-kept secrets in the running community: runners eat donuts. The limited-release Dunkin’ Kinvara was born – a collaboration which gave one of Saucony’s most beloved shoes a Dunkin’ Donuts makeover.
Someoddpilot guided the shoe’s digital strategy and social-first campaign. Released in the weeks leading up to Boston Marathon, the collaboration capitalized on the excitement surrounding the race and the fact that Saucony and Dunkin’ were both hometown brands.
The Dunkin’ ✕ Saucony collab made serious headlines, garnering coverage by hundreds of publications and even becoming fodder for late-night comedians Stephen Colbert and Jimmy Fallon.