Sony: A more conscious future
Case Study: Omnichannel
Brooks
Influencer Activation in an Omnichannel World
Brooks
Influencer Activation in an Omnichannel World
- Client
- Brooks Running
- Campaign
- Ghost 17
- Project
- Omnichannel Experiences
- Year
- 2025
As consumers engage with brands across a growing number of touchpoints, retail marketing is evolving to meet them where they are – physically, digitally, and socially.
For retail design agencies like ISI Global, delivering seamless omnichannel experiences includes harnessing the power of influencers to deepen brand engagement and expand reach.
This case study explores how ISI Global supported Brooks Running with the launch of the Ghost 17 new running shoe range through an innovative, gamified PR package designed to build excitement and drive community engagement.
The background
Building on a long-standing partnership, ISI Global was tasked with designing a PR package that would integrate with Brooks’ omnichannel strategy while bringing energy and excitement to the Ghost 17 launch.
Recognising the influence of community voices in the running world, we developed a kit that turned influencers into storytellers. Each received a branded, locked box containing the Ghost 17 shoes—unlockable only by completing a series of running challenges designed to create buzz and online content.
The initiative not only supported product awareness but connected influencers to the running community ahead of Global Running Day, reinforcing Brooks’ core brand values.
Implementation
To successfully deliver this omnichannel influencer kit, we focused on three integrated strategies:
1. Designing for digital engagement
Each influencer received a campaign kit containing the Ghost 17 shoes—locked inside a sleek, branded box. To open it, influencers needed to complete three challenges, with each one revealing a digit of a three-number combination. Challenges were revealed by scanning a QR code, which drove traffic to a digital platform tailored to their journey.
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Challenge 1:
Run a 5K with a friend who doesn’t normally run – encouraging inclusivity and community.
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Challenge 2:
Run to the official Brooks Global Running Day playlist – tapping into the emotional power of music and movement.
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Challenge 3:
Run 5K with a follower – blurring the line between influencer and audience, and driving social engagement.
Each completed challenge unlocked a code digit. Once all three challenges were done, influencers could finally open the box, unveiling their Ghost 17 shoes—ready to share their experience online.
2. Creating buzz across social channels
This activation was crafted to amplify reach through social media. Influencers documented their challenges and shared real-time updates, turning their followers into participants. As they worked toward unlocking the shoes, their communities became emotionally invested in the journey—an authentic example of gamification driving brand engagement and UGC.
Influencers were also given a personal invitation to join Global Running Day (GRD), tying their personal story into a wider, global celebration. This smart alignment of campaign timing and community engagement helped boost online visibility during a key brand moment.
3. Supporting omnichannel storytelling
The campaign aligned perfectly with Brooks’ broader omnichannel strategy. While influencer content dominated social channels, campaign assets and messaging were mirrored across Brooks’ owned platforms and retail partner sites, reinforcing a unified brand story. By turning digital activation into a moment of discovery, Brooks extended its brand reach far beyond traditional retail spaces.
Conclusion
The Ghost 17 PR kit demonstrates how influencer marketing can amplify omnichannel strategies.
By combining gamification, storytelling, and community, ISI Global delivered an activation that created excitement, expanded reach, and drove meaningful engagement with the Brooks brand.