When thousands of runners head in-store to collect their race bibs, it’s prime time to turn routine race prep into an unforgettable brand moment. For half marathon weekend, Saucony wanted to elevate their in-store experience, engage participants, and build excitement ahead of race day.
Here’s how we brought the activation to life:
The Aim: Elevating Pre-Race Engagement
Bib collection days generate massive foot traffic, but runners are typically in and out quickly.
Saucony’s objective was to:
- Increase dwell time inside the retail store during peak race-week foot traffic.
- Drive community connection and excitement around the event.
- Boost brand visibility both in-store and on the race course.
What We Did: Custom Tattoo Bar & 12 Bespoke Designs
We popped up in-store with two of our professional artists to run an interactive, fully custom Temporary Tattoo Bar right alongside the bib pickup area.
- 12 Custom Runner Designs: We developed a curated selection of 12 bespoke temporary tattoo designs, including iconic Saucony logos, distance markers ("13.1"), lightning bolts, and motivational slogans like "RUN AS ONE" and "RUN SHOREDITCH".
- Live Application by 2 Artists: Our team greeted runners, applying quick, mess-free temporary tattoos to arms, hands, or wrists in seconds.
- Sweat-Proof Performance: We used high-quality, water-applied ink engineered to hold up through intense race conditions.
The Results: Walking Brand Ambassadors on Race Day
By transforming a quick errand into an interactive celebration, the pop-up delivered impact far beyond the retail floor:
Extended Store Dwell Time: The tattoo station created a high-energy focal point that kept runners hanging out, taking photos, and chatting with fellow participants.
High-Impact Brand Presence: Wearing Saucony’s bold artwork on their skin, hundreds of runners took to the streets on race day.
Organic Reach: The custom tattoos turned participants into visible, walking brand champions from the start line all the way to the finish line.