Brooks x ClemQuiCourt: Hybridizing influence to reposition the brand in trail running
Today's trail running market demands more authentic and community-based communication from brands. In 2025, Brooks has undertaken to modernize its strategy by partnering with ClemQuiCourt, an iconic content creator. This campaign, which merged digital content and field activation to reach a younger and more engaged segment, has been recognized as a nominee in the Communication Campaign of the Year category at the Trail Running Awards.
The strategic turning point: Authenticity as a driver of growth
Brooks, with its longstanding technical expertise, aimed to boost its reputation and desirability in the trail running segment, particularly among young runners. The brand opted for a conversational approach, moving away from institutional campaigns to focus on authenticity.
The partnership with ClemQuiCourt emerged as a strategic response. The creator embodies a non-elitist philosophy, akin to that of an everyday adventurer, appealing to a particularly active community. The sharing of content by this audience enabled Brooks to present trail running in a different light, reinforcing its caring and collective brand image.
Innovation: A hybrid "Digital-to-Retail" strategy
One of the most innovative aspects of the campaign is that it fully respects the creative freedom of the content creator, ensuring the authenticity of the messages and reinforcing the brand's credibility. This collaboration was based on a hybrid approach:
Content production: A series of content broadcast on Clem's platforms (Instagram, YouTube, TikTok), combining friendliness, competition, and self-deprecation.
Field activation: The highlight of the campaign was the physical activation during the UTMB. Brooks and ClemQuiCourt launched a limited edition T-shirt, sold exclusively at the brand's stand in Chamonix.
This physical activation created a direct link between the digital demand generated by Clem's content and the retail experience, transforming digital engagement into actual foot traffic at the booth.
Visibility and performance of UTMB activation
The Brooks x ClemQuiCourt campaign generated significant results, demonstrating the effectiveness of the community-focused and digital-to-retail strategy.
Digital Reach: The content series generated millions of cumulative views, massively amplifying the visibility of the brand and its trail range beyond traditional platforms. Performance indicators on the brand's accounts showed massive growth in engagement and clicks to the website.
Commercial/Field Impact: The co-branded T-shirt sold out in record time in Chamonix. The activation led to record crowds at the stand, with significant queues. The success of the operation demonstrated its strong appeal and the ability of authentic influence to stimulate commercial demand.
Qualitative Impact: The campaign generated significant buzz in both specialized and general media (including TV), reinforcing Brooks' perception as a modern, inclusive, and innovative brand in its communications. This success helped to anchor Brooks in the daily lives of trail runners and associate it with the values of modern trail running culture.
This authentic co-construction strategy, which has raised the brand's profile as a unifying force in modern trail running culture, makes this activation one of the most successful of the year.
