FOR IMMEDIATE RELEASE
Brooks® Run Happy® Cavalcade of Curiosities Takes to the Road;
Features Edutainment for Runners of All Types
National Mobile Marketing Tour Supporting Rock 'n' Roll Marathon Series and
More Arrives in Seattle on June 24
BOTHELL, Wash.--(BUSINESS WIRE)--Brooks Sports, Inc. (www.brooksrunning.com)
announced today the imminent arrival of the Run Happy® Cavalcade of
Curiosities, a running-inspired carnival experience that will tour the
country hitting running shops, events, and Rock 'n' Roll expos over the
next several years. The running brand made its soft debut of the Cavalcade
on June 4 at the Rock 'n' Roll San Diego Marathon & 1/2 Marathon expo.
The Cavalcade will arrive in full force in Brooks' hometown for the Rock
'n' Roll Seattle Marathon & 1/2 Marathon expo beginning June 24, 2010.
"It's important that we continue connecting with our local running
community in meaningful and unexpected ways". Runners of all ages, skill
levels, shapes, and sizes will be entertained, educated, and awed by the
Cavalcade, which is highlighted by a custom double-decker British bus
featuring free running gait analysis on the upper level and an Arcade of
Oddities on the lower level. The Arcade of Oddities "museum" displays
running wonders such as the world's biggest shoe, the legendary "Bunion
Boy's" malady preserved and pulsating in a jar, and other strange and
At Rock 'n' Roll expos, Cavalcade visitors will also enjoy giveaways, prizes,
runners' fortune telling machines, carnival games such as
"Pronator's Peak" and "Dash for Gold," and a professional stage show
starring an authentic carnival ringmaster, human Jesus Lizard, and a vat of
non-Newtonian liquid demonstrating Brooks' new DNA cushioning technology.
"The Brooks Cavalcade of Curiosities brings to life our passion for running
and our 'Run Happy' ethos in a new and captivating way. Ultimately, runners
receive expert advice on their running technique and are recommended the
perfect shoe for their stride, but all is skinned in a celebratory and fun
way," said Brooks Vice President of Marketing Dave Larson. "As the official
footwear and apparel partner for the Rock 'n' Roll Marathon Series, we want
to educate and inspire new runners as only Brooks can do."
Through the remainder of the year, the entire Brooks Cavalcade of
Curiosities will make tour stops at six more Rock 'n' Roll Marathon expos
and the Running Event 2010 in Austin, Texas. Additionally, the Cavalcade's
Arcade of Oddities bus with gait analysis will stop at 73 specialty running
retail locations, the 2010 NCAA Pre-Nationals Invitational, and the 2010
Paul Short Run. Trained staff will be on hand at each stop to perform gait
analyses, demonstrate Brooks DNA technology, and provide Brooks running
shoe try-ons to find the perfect ride for every visitor's stride. The
Cavalcade's 2011 tour schedule is currently in development.
"We continue to be amazed by Brooks' creativity, and the Run Happy
Cavalcade of Curiosities is clearly no exception," said Scott Dickey,
President of the Competitor Group. "The commitment they've shown to the
Rock 'n' Roll Marathon Series has been everything a property looks for in a
partner and more. Their passion is evident in all they're doing to support
the running community from what you see in the expos, on the course, on the
road, and internally with their employees."
Serving as the epicenters for running in their individual communities,
participating specialty running retailers have embraced the Cavalcade bus
tour and are making plans to promote and enhance the experience when it
comes to town.
"It's important that we continue connecting with our local running community
in meaningful and unexpected ways," said Charlie Hoover, owner of
Phidippides in Encinco, Calif. "When we learned of the Brooks Run Happy
Cavalcade of Curiosities bus tour, we knew right away that a stop at our
store would be a brilliant platform to engage, inform, and entertain
consumers." Hoover, whose store will host a Cavalcade bus tour stop today,
June 11, from 4 to 8 p.m., plans to boost the experience with a live band,
refreshments, juggler, balloon artist, and involvement from nearby
As the tour unfolds, all runners will be able to enjoy an online Cavalcade
experience at www.runhappy.com. Site visitors will interact with a
Cavalcade travel map, view tour video content, and have a chance to win
daily prizes. Furthermore, people can follow the tour on Twitter
(@brooksrunning) and Facebook (www.facebook.com/brooksrunning).
The Brooks Run Happy Cavalcade of Curiosities is the latest in a long line
of creative and fun marketing initiatives from Brooks, including 2009's
multimedia "Running Superfans" campaign, the popular Brooks B*R*A*S*H
experience at the 2009 Chicago Marathon, and the Brooks deluxe Porta-Potty
promotions at various races nationwide. All of these efforts and more have
helped Brooks stand out among larger competitors as the unexpected, inclusive,
and celebratory brand that, while seriously obsessed with all
things running, never takes itself too seriously.
Brooks Sports, Inc. is a leading running company that designs and markets a
line of performance footwear, apparel, and accessories in more than 40
countries worldwide. A subsidiary of Berkshire Hathaway Inc., Brooks was
founded in 1914 and is headquartered in Bothell, Wash., near Seattle. The
company's mission is to inspire everyone to run and be active by creating
innovative gear that keeps them running longer, farther, and faster. Visit
www.brooksrunning.com for more information, and follow frequent brand updates
on Twitter (@brooksrunning) and Facebook (Brooks Sports).