Case Study: Smartwool boosts winter run engagement with Backbone Media’s integrated campaign

SmartWool drives 21.7M impressions with Backbone Media

The customer, SmartWool, partnered with Altra to launch a cold-weather running collection. Their challenge was to help runners stay active and connected during the winter months, a time when running activity can drop by 30-50%. To address this, they engaged the vendor, Backbone Media, for an integrated marketing campaign.

Backbone Media implemented a multi-faceted solution that included a glow-in-the-dark run event, strategic partnerships with local run clubs, a paid media strategy, influencer marketing, PR outreach, and a Strava club challenge. The results were significant, including an event with over 175 participants, 21.7 million paid impressions, 553 million earned media impressions, and a Strava challenge that surpassed 133,000 participants. This successful campaign helped SmartWool and Altra effectively reach new audiences and gain traction in the cold-weather running space.

SmartWool