PureProject for Brooks Sports

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Message PureProject Long recognized as a go-to brand for serious runners, Brooks Sports designs technically advanced, high-performance footwear, clothing, and accessories that are available in more than 60 countries worldwide. Fueled by a mission to create “a perfect ride for every stride,” the Bothell, Washington-based company, which is known for its innovative technologies and deep knowledge of biomechanical engineering, currently holds the No. 1 market share in specialty running. In spite of its success, new trends toward ultra-lightweight shoes and/or barefoot running (versus traditional shoes and biomechanics), along with a desire to connect with a broader running audience, led Brooks to partner with IDEO. Three highly collaborative projects focused on helping Brooks better understand runners’ emotional needs and authentically deliver on their “Run Happy” promise through their first lightweight shoes, the PureProject™ Collection. Core members of Brooks’ design, marketing, merchandising, and development departments dove into the IDEO design process, collaborating side-by-side from day one. To uncover the role running played in people’s lives, the team went on in-context interviews and shopalongs with “non-core runners” age 25-35 throughout the United States and Europe, a group that included new runners, lapsed runners, and people who run three or less times per week. Together, IDEO and Brooks team members ran with various running groups, met with experts in analogous industries such as automotive design and fashion, and conducted “unfocus groups” where consumers were given a buffet of prototyping materials to build their perfect running shoe. The team learned that these runners wanted a simpler, more stripped down running experience, yet also wanted the reassurance of a credible, authentic, true-to-running shoe. Among other insights uncovered: _Running shoes have become too technological and complicated. People are more drawn to shoes with intuitive functions and purposeful design. _The running store retail experience can feel too prescriptive and constrained. People want to find shoes that fit their unique needs and style and feel confident about their choice. They don’t want to feel “sold to.” _Every runner relies on something to keep them motivated and engaged, whether it’s music, a friend, a training schedule, a running group, or data tracking. _There are distinct types of running experiences. Sometimes runners want to “feel” and connect to their run. Be more in the moment, aware of their form, and tune into every step. Others—and sometimes, the same person on a different day—want to “float” during their run. This experience is about cruising and comfort, about ample cushioning, and plugging in to headphones to zone out. PureProject™’s aim was to address the needs of runners who enjoy the “feel” end of the “Float vs. Feel” running-experience spectrum. In addition to highlighting these user insights, IDEO also helped Brooks define core design attributes for what an iconic PureProject™ footwear line, from toe to heel and nav band to sole, would look like at retail from 10 feet, 1 foot, and 1 inch away. According to Brooks Footwear Product Line Manager, Carson Caprara, “Collaborating with IDEO was eye-opening for our entire team. Before, we built shoes solely on what we called the biomechanical spectrum. Now, when we talk about designing a running experience, we’re talking about an emotional spectrum: ‘Float vs. Feel.’ It’s about letting runners choose how they want to experience the run.” The collaboration resulted in a footwear collection and brand story that appeals to both new and experienced runners alike by focusing on the simple, pared-down joy of running. Brooks’ “Run Happy” campaign and its first four PureProject shoes—PureConnect, PureFlow, PureCadence, and PureGrit—which promote a natural stride using lightweight materials and highly adaptive BioMoGo DNA Midsoles, launched in October 2011 to critical and consumer acclaim. According to Leisure Trends, PureProject sales vaulted Brooks to number one in the specialty running channel in October and November 2011, with 33 percent market share in the minimalist running shoe category. In the words of one Running Times blogger: “How did Brooks hit the nail on the head so squarely [with PureConnect]? …They didn’t rely only on internal design cues or trend analysis. Instead, they went outside the box and talked to runners directly. The result [is] an amazing new range of shoes.” PureProject™ shoes are available for purchase in more than 35 countries, and at over 700 stores in the United States. http://www.ideo.com/work/pureproject

Long recognized as a go-to brand for serious runners, Brooks Sports designs technically advanced, high-performance footwear, clothing, and accessories that are available in more than 60 countries worldwide. Fueled by a mission to create “a perfect ride for every stride,” the Bothell, Washington-based company, which is known for its innovative technologies and deep knowledge of biomechanical engineering, currently holds the No. 1 market share in specialty running. In spite of its success, new trends toward ultra-lightweight shoes and/or barefoot running (versus traditional shoes and biomechanics), along with a desire to connect with a broader running audience, led Brooks to partner with IDEO. Three highly collaborative projects focused on helping Brooks better understand runners’ emotional needs and authentically deliver on their “Run Happy” promise through their first lightweight shoes, the PureProject™ Collection.

Core members of Brooks’ design, marketing, merchandising, and development departments dove into the IDEO design process, collaborating side-by-side from day one. To uncover the role running played in people’s lives, the team went on in-context interviews and shopalongs with “non-core runners” age 25-35 throughout the United States and Europe, a group that included new runners, lapsed runners, and people who run three or less times per week. Together, IDEO and Brooks team members ran with various running groups, met with experts in analogous industries such as automotive design and fashion, and conducted “unfocus groups” where consumers were given a buffet of prototyping materials to build their perfect running shoe. The team learned that these runners wanted a simpler, more stripped down running experience, yet also wanted the reassurance of a credible, authentic, true-to-running shoe. Among other insights uncovered:

_Running shoes have become too technological and complicated. People are more drawn to shoes with intuitive functions and purposeful design.

_The running store retail experience can feel too prescriptive and constrained. People want to find shoes that fit their unique needs and style and feel confident about their choice. They don’t want to feel “sold to.”

_Every runner relies on something to keep them motivated and engaged, whether it’s music, a friend, a training schedule, a running group, or data tracking.

_There are distinct types of running experiences. Sometimes runners want to “feel” and connect to their run. Be more in the moment, aware of their form, and tune into every step. Others—and sometimes, the same person on a different day—want to “float” during their run. This experience is about cruising and comfort, about ample cushioning, and plugging in to headphones to zone out. PureProject™’s aim was to address the needs of runners who enjoy the “feel” end of the “Float vs. Feel” running-experience spectrum.

In addition to highlighting these user insights, IDEO also helped Brooks define core design attributes for what an iconic PureProject™ footwear line, from toe to heel and nav band to sole, would look like at retail from 10 feet, 1 foot, and 1 inch away.

According to Brooks Footwear Product Line Manager, Carson Caprara, “Collaborating with IDEO was eye-opening for our entire team. Before, we built shoes solely on what we called the biomechanical spectrum. Now, when we talk about designing a running experience, we’re talking about an emotional spectrum: ‘Float vs. Feel.’ It’s about letting runners choose how they want to experience the run.”

The collaboration resulted in a footwear collection and brand story that appeals to both new and experienced runners alike by focusing on the simple, pared-down joy of running. Brooks’ “Run Happy” campaign and its first four PureProject shoes—PureConnect, PureFlow, PureCadence, and PureGrit—which promote a natural stride using lightweight materials and highly adaptive BioMoGo DNA Midsoles, launched in October 2011 to critical and consumer acclaim. According to Leisure Trends, PureProject sales vaulted Brooks to number one in the specialty running channel in October and November 2011, with 33 percent market share in the minimalist running shoe category. In the words of one Running Times blogger: “How did Brooks hit the nail on the head so squarely [with PureConnect]? …They didn’t rely only on internal design cues or trend analysis. Instead, they went outside the box and talked to runners directly. The result [is] an amazing new range of shoes.”

PureProject™ shoes are available for purchase in more than 35 countries, and at over 700 stores in the United States.

Helping a specialty running shoe company find its footing with a broader running audience

Core members of Brooks’ design, marketing, merchandising, and development departments dove into the IDEO design process, collaborating side-by-side from day one. To uncover the role running played in people’s lives, we went on in-context interviews and shopalongs with “non-core runners” age 25-35 throughout the United States and Europe, a group that included new runners, lapsed runners, and people who run three or less times per week. Together, team members ran with various running groups, met with experts in analogous industries such as automotive design and fashion, and conducted “unfocus groups” where consumers were given a buffet of prototyping materials to build their perfect running shoe. The team learned that these runners wanted a simpler, more stripped down running experience, yet also wanted the reassurance of a credible, authentic, true-to-running shoe.

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Project date: 2011