Saucony’s six-week ‘Marathumb Challenge’ urges you to run farther than you scroll

With the average person scrolling 78 miles a year, Doner campaign wants you to shut off the device and get moving

Published On
Jan 17, 2024
Photo of a woman running through a cell phone screen with emojis bouncing everywhere

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A recent study suggests the average person scrolls 78 miles every year on their phones. As Saucony points out, that’s the distance of three marathons. Also, 60% of Americans say their daily smartphone usage has increased year over year.  

The performance running lifestyle brand takes aim at these gloomy statistics with a campaign from Doner called “The Marathumb Challenge.” Beginning Jan. 22, and timed to the launch of the Saucony Ride 17 running shoe, the effort challenges people to run farther than they scroll over a period of six weeks.

 

Consumers can take part in the challenge by downloading a Marathumb app on iOS and Android. User who move further than they scroll can win exclusive Saucony branded merchandise. Given that 78 miles per year translates to just 1.5 miles per week, it hopefully won’t be too intimidating for users to get involved.

“We were shocked to learn the average consumer is scrolling the distance of three marathons a year and set out to inspire a change in behavior,” said Kathryn Pratt, chief marketing officer at Saucony. “The Marathumb Challenge is intended to help us all make small changes in our daily lives which will have a significant impact on both mind and body. We want to encourage people to shift the balance of their screen time and step time for physical, mental and social benefits.”

The campaign includes digital, social, e-commerce, retail extensions and OOH. There will also be partnerships with content creators and medical experts including Dr. Joe, M.D., former Bachelorette star Tayshia Adams and internet personality Audrey Trullinger.

Poster advertising the Marathumb Challenge

“People know they should scroll less and move more,” said Colin Jeffery, chief creative officer at Doner. “They just needed a push, a challenge and a little incentive. The Saucony Marathumb Challenge does all that and more, while helping people improve their physical and mental health.” 

Poster advertising the Marathumb Challenge

Credits

Date
Jan 17, 2024
Client :
Saucony
Agency :
Doner
EVP Brand Leader :
Wendy DeWindt
Senior Account Executive :
Maddie Sager
Associate Director Strategy :
Alex Demuth
Chief Creative Officer :
Colin Jeffery
Group Creative Director :
Jeffrey Beck
Creative Director :
Angelo Patrona
Creative Director :
Liam Soren
Sr Art Director :
Dylan Lang
Associate Creative Director :
Apple Xenos
SVP Director of Motion Content :
Jennie Hochthanner
Sr Broadcast Producer :
Domenic Caruso
SVP Director of Business Affairs :
Sheryll Kollin
Business Manager :
Theresa Bland
Talent Manager :
Jim Jakubiec
Proofreader :
Paul Brown
Retoucher :
Dieter Miller
Sr Audio Director :
Tony Del Bel
Senior Integrated Producer :
Jessica Shamma
SVP Director of Studio Operations :
Jennifer Rhodes
Print Production Director :
Doug Thomson
Art Producer :
James LaMoreaux
Associate Design Director :
Christopher Kelley
Retouching Director :
Matt Sommerfield
Associate Director Project Management :
Kathryn Smith
Chief Strategy Officer :
Ben Grossman
Project Manager :
Sarah Whitton
Senior Brand Marketing Manager :
Jordan Yob
Marketing Operations Manager :
Andrea Love
Senior Marketing Director :
Whitney Parks
Global Head of Creative :
Ian Dunn
Chief Marketing Officer :
Kathryn Pratt
PR Agency :
KWT
Vice President :
Lauren Wright
Sr Account Supervisor :
Tiffany Trilli
Senior Vice President Social Media & Influencer Marketing :
Jessica Spar
Senior Account Executive :
Antonia Paruolo
Account Supervisor Influencer Marketing :
Emily Robertson
Research :
HarrisX
Content :
Wolfgang
Content :
NativeFour Production
CGI :
Frame48
App Creation and Development :
Huncwot
App Creation and Development :
Airnauts

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