Founded in Sheffield in 1998, GO Outdoors has become the UK’s leading outdoor retailer, with over 75 locations across the country. The company offers a vast selection of quality outdoor equipment and clothing from 250 brands, covering nine different sporting activities.
Known for its commitment to inspiring consumers to embrace the outdoors, GO Outdoors was acquired by JD Sports in 2020, further cementing its position in the UK retail market.
The Challenge
After the successful launch of KUDOS Run—a new running-specific department inside six of its largest stores—GO Outdoors tasked us with increasing awareness of the department and driving consumer engagement with the new offering. They also wanted to promote its upcoming campaign, “KUDOS Run: Mile One,” an initiative designed to encourage people to take up running across the UK. GO Outdoors tasked us with devising and executing a comprehensive promotional strategy to achieve these goals.
The challenge was multi-faceted: raise awareness of the KUDOS Run initiative, engage a wide audience, drive footfall to the physical stores, and promote the KUDOS Run: Mile One campaign, all while fostering a sense of community around fitness and the outdoors.
The Result
We developed a dynamic promotional plan to meet these objectives including a campaign (plus lock-up) and a Strava community with inclusive management and posting. We also created a three-part social media campaign, an in-person launch event at GO Outdoors’ York store and campaign kick-off hosted by high-profile athletes and influencers, and post-event comms.
The social media campaign was broken down into three phases:
- Teaser Phase: To create excitement and curiosity, we began with an enigmatic social media rollout that hinted at something big coming soon. This phase focused on building anticipation and engaging the outdoor and running communities.
- Announcement Phase: This phase officially introduced the KUDOS Run department and the KUDOS Run: Mile One campaign. The social media content spotlighted key moments of the event, including preparations, the store’s new running department, and the lineup of guests. It also highlighted the campaign’s purpose of encouraging more people to run and the prizes on offer for those partaking.
- Post-Event Content: Following the event, We maintained momentum by continuing to engage the audience with post-event content. This included highlights from the day, talent interviews, and interactive social media posts to sustain enthusiasm and encourage ongoing participation in the campaign.
“Brandwave takes immense pride in its partnership with GO Outdoors. Together we’ve successfully collaborated with their team to craft meaningful stories that resonate with like-minded outdoor enthusiasts. GO Outdoors’ passion for adventure aligns seamlessly with our commitment to impactful marketing, making this partnership both rewarding and inspiring.”
Oliver RobinsonManaging Director, Brandwave Marketing
In-Person Launch Event
We orchestrated a major in-store event attended by over 250 runners at the newly launched KUDOS Run department inside the GO Outdoors York store. The event featured notable athletes and personalities to help build the campaign’s credibility and excitement.
Jonny Brownlee, three-time Olympic medalist and co-founder of the Brownlee Foundation, led a 5k run. Helen Skelton, GO Outdoors Ambassador and TV presenter, led a 1-mile run. Anna Harding (aka Anna the Runner), a well-known fitness personality, hosted the event.
The event drew over 250 participants, with guests taking part in a morning run alongside the athletes before gathering for an intimate Q&A session. Attendees had the chance to ask Helen and Jonny about their running experiences, training tips, and advice for beginners.
The session also featured giveaways from GO Outdoors’ brand partners like New Balance, ASICS, adidas Terrex and Garmin, which added and element of excitement and encouraged further engagement with the brand.
Campaign Partnerships
The inclusion of prominent athletes like Jonny Brownlee and Helen Skelton was key to building credibility for the KUDOS Run campaign. Their involvement not only helped attract a crowd but also aligned the campaign with trusted experts in the running community. Additionally, the collaboration with the Brownlee Foundation (Jonny and Alistair Brownlee’s charity) further emphasised the campaign’s commitment to promoting healthy, active lifestyles, while also offering an opportunity for charitable engagement.
We also coordinated partnerships with relevant brands in the outdoor and fitness sectors, including those whose products were available in the KUDOS Run department. This extended the campaign’s reach and offered post-event giveaways, further cementing the sense of community.
Post-Event Engagement
The momentum didn’t end with the event. We continued to engage the KUDOS Run community by organising social media giveaways for participants in the campaign’s Strava community. Additionally, they arranged future workshops and events within the KUDOS Run department, maintaining consumer interest and involvement long after the launch.
Results & Impact
The KUDOS Run launch event in York was a resounding success, attracting over 250 attendees and generating significant media buzz. The social media campaign successfully built awareness, with increased engagement leading up to the event and continued participation in the post-event phase. Through the power of athlete endorsements, brand partnerships, and a strategically executed promotional plan, GO Outdoors was able to raise awareness of its new KUDOS Run department and the broader KUDOS Run: Mile One initiative.
The event helped foster a sense of community around running, fitness, and the outdoors—values central to the GO Outdoors brand. Moreover, our approach ensured that the KUDOS Run department became a destination for fitness enthusiasts, resulting in increased foot traffic to the stores and an ever-growing online community.
