Reach and sales will be key KPIs for the campaign. As Johnston looks to 2026, he wants to drill deeper into the stories of individual runners.
“Engaging with running clubs in our key global markets has been incredibly powerful for us in terms of building that connection and community in a very literal and physical sense, but there’s a danger that the idea of community becomes an easy shorthand that forgets about individual identity,” he said.
“So what you’re going to see in the work next is that it’s going to feel more individual and connected to the individual runners that make up our communities.”
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