Brooks Running wanted to announce to the world that they were moving their headquarters from Bothell to Fremont, WA. To achieve this we created an integrated campaign using online and offline tactics. One of these tactics was to create an ownable trailhead for the running community located on the high traffic intersection of their new headquarters. We called this proposed idea “The Medalist”, a figure comprised completely out of crowd sourced running medals.
We worked with Brooks’ national retail partners to collect the medals using several giant, reinforced, custom shoe boxes. Contributors were asked
to submit a brief background of the significance of the medal they were donating. Once we had collected all the medals we cast them in bronze and
built an 11’ tall statue and installed it on the corner of N 34th and Stone Way. Simultaneous to that we documented all of the actual medals, their
accompanying stories and made a large, hard cover book inside the store.
The result is a permanent statue, as well as a landmark, within the urban Seattle landscape. Sited along the Burke Gilman trail, The Medalist has become a meeting place for runners in Seattle. Not only that, it is a talking point during the Seattle Ride the Ducks tour!