Today's trail market demands more authentic, community-driven communication from brands. In 2025, Brooks set out to modernize its strategy by partnering with ClemQuiCourt, an iconic content creator. This campaign, which fused digital content with on-site activation to reach a younger, more engaged demographic, is nominated in the Communication Campaign of the Year category at the Trail Running Awards.
The Strategic Turning Point: Authenticity as a Growth Driver
Backed by historical technical legitimacy, Brooks aimed to accelerate its brand awareness and desirability within the trail running segment, particularly among younger 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, close to the everyday adventurer, appealing to a particularly active community. By having this audience relay the content, Brooks was able to tell the story of trail running differently, reinforcing its image as a caring and collective brand.
The Innovation: A Hybrid "Digital-to-Retail" Strategy
One of the campaign's most innovative aspects lies in the complete respect for the content creator's creative freedom, guaranteeing message authenticity and strengthening brand credibility. This collaboration was structured around a hybrid setup:
Content Production: A series of content pieces broadcast across Clem's platforms (Instagram, YouTube, TikTok), blending conviviality, competition, and self-deprecation.
On-Site Activation: The campaign's highlight was the physical activation during the UTMB. Brooks and ClemQuiCourt launched a limited-edition T-shirt, sold exclusively at the brand's booth in Chamonix.
This physical activation created a direct bridge between the digital demand generated by Clem's content and the retail experience, transforming digital engagement into concrete foot traffic at the booth.
Visibility and Performance of the UTMB Activation
The Brooks x ClemQuiCourt campaign generated significant results, demonstrating the effectiveness of a community-focused strategy centered on Digital-to-Retail.
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 website clicks.
Commercial/On-Site Impact: The co-branded T-shirt sold out in record time in Chamonix. The activation drove record-breaking traffic to the booth, with significant queues. The operation's success demonstrated strong appeal and the power of authentic influence to stimulate commercial demand.
Qualitative Impact: The campaign generated substantial buzz across specialized and mainstream media (including TV), reinforcing the perception of Brooks as a modern, inclusive, and innovative brand in its communication. This success helped anchor Brooks in the daily lives of trail runners and associate it with the values of modern trail culture.
This authentic co-creation strategy, which positioned the brand as a unifying player in modern trail culture, places this activation among the most successful of the year.
