TURNING A PROTOTYPE INTO A BRAND MOMENT
Launching the first recyclable running shoe.
The Challenge
Salomon's recyclable running shoe, Index.01, represented a genuine breakthrough in product innovation. However, with a limited commercial forecast, there was little organizational appetite to invest real marketing resources against it.
The Opportunity
I saw the innovation itself as the story. Consumers didn't need to have access to the shoe, and it did not need to be a massive sales driver to be a major brand awareness opportunity. The running community needed to understand where Salomon was headed, why it mattered and what it said about the brand’s innovation capabilities. Getting ahead of the launch meant we could build anticipation and “buzz.”
My Approach
Instead of waiting a year for a retail-ready launch moment, I proposed introducing consumers to the innovation early. We treated the shoe's development as a story worth following in its own right; rather than a product waiting in the wings. That meant building a narrative arc: reveal the idea (in the form of a prototype), explain the thinking and let curiosity build demand months before a single pair reached shelves.
My Role
Built go-to-market storytelling timelines and led asset creation strategy ahead of commercial launch
Directed content production, PR, retail, social and CRM integration for the reveal
Partnered directly with R&D and product teams shaping the shoe
Presented the shoe on stage to invited media at Munich brand store opening
Execution
Unveiled the concept at Munich brand store opening celebration due to German appetite for sustainability
Displayed the prototype in a glass case to create intrigue and premium quality
Produced and scripted an R&D film explaining the innovation (see below); content across Youtube and brand social channels
Partnered with CRM to target sustainability-minded consumers as early adopters
In-depth blog article with design team to aid SEO
Multi-media Press Release distributed to running/outdoor, sustainability, business, mainstream and industry trade media
Advanced Media Seeding program
Distributed content to athletes and ambassadors to amplify launch news
LinkedIn promotion using employees
Results & Impact
Established the brand’s sustainability innovation narrative
75 comments and 64K views on the R&D product video (watch below)
PR coverage: 60 stories and 200M earned media reach in 3 months (Wall Street Journal, Forbes & Fast Company)
Aligned multiple internal product functions and generated brand excitement before, during and after launch date
R&D Product Video: Index.01 Recyclable Running Shoe
R&D Product video on the Index.01 recyclable running shoe. Brand Newsletter in Advance of Product Launch
