Scott Jurek Print Campaign

As one of the most successful ultramarathon runners in the world, Scott Jurek also plays a
significant role in helping Brooks footwear designers create exceptional trail running shoes
that can go the distance. (150-mile races are common.)

In late 2008, Scott announced he would attempt to win the legendary Western States 100
for a record-breaking eighth time. We saw an opportunity to celebrate the Brooks-sponsored
athlete while promoting the Cascadia 3, a shoe on which Scott had a heavy impact.

A conceptual take on a straightforward campaign helped these ads stand out. In comparison
to the standard “big shoe/big sweat” print adverting in this category, the honest and personal
approach gave consumers insight into the Brooks character.