Brand Tracker

Welcome to the automated Brand Tracker diaries.

Spain

Cárnicas Serrano expands its content strategy with Serrano Global Running

Brand: Cárnicas Serrano

Campaign: Serrano Global Running

Source: https://ipmark.com/carnicas-serrano-amplia-estrategia-contenidos-serrano-global-running/

Goal: Connect with new audiences and engage beginner runners

Media: digital platform, social media, YouTube

Summary: Cárnicas Serrano has launched Serrano Global Running, a digital platform aimed at runners of all levels to connect with new audiences and strengthen its ties to athletics. The initiative represents an evolution in the company's content marketing strategy by targeting beginner runners and young audiences interested in wellness and socializing through running. The platform provides specialized content in areas like training, nutrition, and injury prevention, with contributions from athletics experts.

Ireland

Yoplait Skyr Targets Dublin Run Clubs with Café Takeover Campaign

Brand: Yoplait Skyr

Campaign: Café Takeover Campaign

Source: https://www.adworld.ie/2026/10/16/yoplait-skyr-targets-dublin-run-clubs-with-cafe-takeover-campaign/

Goal: Build familiarity with the product through sampling and community partnerships

Claim: Connecting our brand with the everyday moments, routines, and communities that support people’s wellbeing

Media: Experiential, out-of-home, social media

Summary: Yoplait Skyr has launched an experiential campaign targeting Dublin run clubs by partnering with local cafés to provide product sampling linked to runners' post-run routines. The campaign, developed by WPP Media Invention and Wavemaker, includes co-branded merchandise, complimentary Yoplait Skyr breakfast pots, and café displays promoting the brand, aiming to enhance product familiarity and recognition.

community partnership running Skyr Yoplait

India

PUMA puts monks in running shoes to bring mindfulness to motion

Brand: PUMA

Campaign: Meditation in motion

Source: https://www.marketing-interactive.com/puma-puts-monks-in-running-shoes-to-bring-mindfulness-to-motion

Goal: To explore the parallels between meditation and endurance sport.

Media: In-house production

Summary: PUMA India launched the 'Meditation in motion' campaign, featuring Buddhist monks running in PUMA shoes to illustrate the similarities between meditation and running. Shot at Thiksey Monastery in Ladakh, the campaign highlights both practices' focus and discipline, coinciding with the Ladakh Marathon, in which PUMA is the exclusive sportswear partner.

Buddhist monks endurance sport mindfulness running

Sweden

Sprint Star Makes Comeback – on E4:an

Brand: Marathongruppen

Campaign: Förbifartspremiären

Source: https://www.resume.se/marknadsforing/kampanj/har-gor-sprintstjarnan-comeback-pa-e4an/

Goal: Create awareness for a unique running event

Summary: In anticipation of the running event Förbifartspremiären, sprint star Irene Ekelund participated as a test runner to generate buzz. The event will allow thousands of runners to experience a new running route between Hjulsta and Häggvik, including areas not previously accessible to the public. Marathongruppen aims to attract more participants by showcasing the event's unique features through Ekelund's participation.

event promotion running sports

United States

Hoka builds Strava running stats into digital OOH campaign

Brand: Hoka

Campaign: Run Your City

Source: https://www.marketingdive.com/news/hoka-builds-strava-running-stats-into-digital-ooh-campaign/829480/

Goal: Encourage runners in New York's five boroughs to log their miles and foster community support in running.

Claim: Together We Fly Higher

Media: Digital Out Of Home, TikTok, Meta

Summary: Hoka is launching the 'Run Your City' campaign, a month-long challenge encouraging runners across New York’s five boroughs to log their miles, integrating their running metrics into campaign creatives. It features digital OOH displays cycling through progress updates and a social media push. The campaign culminates in a block party and is part of Hoka's broader effort to engage the running community as it competes with brands like Nike.

community engagement digital OOH running

Puma combines meditation and running with Buddhist monks wearing their new shoes

Brand: PUMA

Campaign: Meditation and Running Campaign

Source: https://www.reasonwhy.es/actualidad/puma-explora-conexion-meditacion-running-monjes-india

Goal: To promote mindfulness and fitness through running

Claim: Running hand in hand with meditation

Summary: Puma has launched a campaign combining meditation and running, showcasing their new shoes worn by Buddhist monks. The initiative emphasizes the balance between fitness and mindfulness.

Buddhism Meditation PUMA running

Asics ‘Trail: good vibrations’

Brand: Asics

Campaign: Trail: good vibrations

Source: https://www.campaignlive.co.uk/article/asics-trail-good-vibrations-agit8/1968471

Goal: Show the challenges trail runners face

Summary: The sportswear brand Asics highlights the various challenges that trail runners encounter while navigating rough terrains.

challenges running sportswear trail running

Uruguay

Because Running is Serious Business (Red Cross and AAU in Strategic Alliance)

Brand: Herbalife

Campaign: Support for AAU Athletes

Source: https://infonegocios.biz/y-ademas/porque-correr-es-cosa-seria-cruz-roja-y-la-aau-en-alianza-estrategica

Goal: To promote healthy lifestyles and community engagement through athletics.

Claim: Nutrition and wellness are for everyone who incorporates sports into their life.

Summary: The Uruguayan Athletes Group (AAU) is partnering with the Red Cross to promote a running championship with 1,400 participants across 20 official races. Herbalife sponsors this initiative to enhance community well-being and emphasize the importance of nutrition for all athletes.

community health running sponsorship