Expanding into new markets presents significant challenges for organizers. While global events like the Eurovision Song Contest, the Olympic Games, and the FIFA World Cup effortlessly captivate audiences worldwide, smaller-scale endeavors face unique hurdles. Take, for instance, Brooks Runnings' competition and challenges. Operating on a more modest scale compared to mega-events, it has successfully fostered a vibrant community through engaging challenges.

About Brooks Running

Brooks Running has carved a distinguished path in the realm of running. Fueled by an unwavering commitment to innovation and an unrelenting pursuit of enhancing the running journey, they have solidified their position as an iconic figure in the global running community. From humble beginnings to an illustrious present, Brooks Running has transcended geographical boundaries, now reaching over 60 markets worldwide. Alongside industry giants like Adidas, Asics, and Nike, Brooks stands tall as one of the foremost shoe brands globally.

At the heart of their success lies a dedication to providing runners with unparalleled quality in footwear, apparel, and accessories. Whether you're a seasoned marathoner or just embarking on your running journey, Brooks has emerged as a trusted ally, offering a comprehensive range of products meticulously crafted to elevate performance and comfort.

Brooks Running Challenges - globalization done right

Brooks Run Tour and the Strava Challenge embody Brooks Running's holistic approach to community engagement and brand promotion at a grassroots level. These initiatives serve as more than mere running events; they represent a platform for fostering joy, camaraderie, and product exploration among participants.

Part of the allure of these challenges lies in Brooks' innovative approach to product promotion at the Run Tour. Participants are afforded the unique opportunity to select their preferred footwear from Brooks' extensive lineup, allowing them to not only experience the thrill of competition but also to test-drive and showcase the brand's diverse range of shoes. This interactive element adds depth to the challenges, transforming them into immersive experiences that resonate with participants long after the race is over. For the Brooks-Strava Challenge, all the registrered participants is competing for a Brooks Ghost 16 shoes.

The widespread popularity of the Run Tour is a testament to its effectiveness in engaging diverse markets. With events now spanning across more than 12 European countries, Brooks has successfully tapped into the pulse of the running community on a continental scale. Looking ahead to 2024, the projected participation of over 300,000 runners underscores the enduring appeal and reach of these challenges, marking them as a resounding success story in the realm of global brand engagement.

Moreover, by strategically diversifying the locations of these challenges, Brooks not only broadens its reach but also cultivates a sense of inclusivity and accessibility. Runners from all walks of life are invited to partake in the excitement of competition, regardless of their geographical location. This localized approach not only strengthens brand recognition but also facilitates meaningful connections with participants, as Brooks establishes a tangible presence in communities around the world.

At its core, the Brooks challenges serve as more than just running events; they represent vibrant hubs where individuals from diverse backgrounds converge, united by their shared passion for running and community. Here, participants aren't just spectators; they are active contributors to a collective experience that celebrates the joy of movement and the power of human connection.

Building community through event

The Brooks Run Tour stands out not just for its athletic competitions, but for its commitment to fostering a vibrant community among runners. Beyond simply lacing up their shoes and hitting the pavement, participants in Brooks events find themselves immersed in a shared experience that goes beyond the finish line. Through thoughtful event planning and a focus on camaraderie, Brooks cultivates an environment where runners feel connected and supported.

Moreover, the increasing popularity of Brooks' challenges isn't just a testament to the quality of their events; it's also a strategic boon for their marketing and public relations efforts. Positive word-of-mouth buzz generated by satisfied participants can amplify Brooks' brand presence and attract even more runners to future events. This ripple effect extends beyond the events themselves, potentially translating into increased sales and brand loyalty among both new and existing customers.

In essence, Brooks' success in building community through its events serves as a blueprint for organizations seeking to harness the power of shared experiences. Just as Women in Tech has created a tight-knit community through its annual conference, Brooks demonstrates how events can transcend their primary purpose, becoming catalysts for connection and belonging. By prioritizing the participant experience and fostering genuine connections, Brooks not only promotes its brand but also enriches the lives of runners around the world.

Trippus makes it possible

An essential part of the success story behind Brooks Runnings Challenges is the efficient event system, Trippus. With Trippus, Brooks can easily manage registrations across different challenges and countries, providing participants with a seamless registration experience.

Brooks uses a dedicated event page for the Brooks-Strava event (as illustrated above). By doing this, they keep all the information about the event in one spot. However, for the Run Tour, Brooks has embedded the registration forms directly on their website, making it super-easy for participants to register.