I’m Pretty Sure Nike, Adidas, Puma and New Balance Also Run

Why do a category sell here? Wouldn’t you prefer to see the reason(s) why Saucony makes a better shoe conveyed in a memorable way?
From looking at their website, I believe Saucony is trying to say they focus on running, unlike Nike which makes a shoe for every sport. If that’s their strategy it’s a decent approach, but the copy here is too vague to truly support that position.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. After working for seven agencies in five states and freelancing for several more, I ventured out on my own in 2009. Today, as head of brand strategy and creative at Bonehook in Portland, Oregon, I'm focused on providing effective integrated marketing solutions to mid-market clients.


  1. Tyler Tafelsky says:

    As a runner, this ad really stood out to me in a magazine. Sure the copy might be a bit vague, but the vagueness of the copy is countered by highly relevant images and solid campaign idea. I think it shows respect (and loyalty -which is their objective) for the runner, by expressing that be a runner is more than just going for the occasional run, but a lifestyle that is infused in our blood.