Challenge:

As jogging becomes one of the most popular sports in China, the competition among running shoes brands got even more fierce.

361° launched their niche line QUIKFOAM in 2019, and wanted to differentiate from equivalent brands, and deliver their unique positioning via a self-identifying communication method.

Build the communication channel into a long term, sustainable platform, to facilitate later new launches.

Strategy:

Based on the analysis of the target audiences, Hylink selected representative runners with different occupations, interviewed their spirit of running, and developed into [ THE BOOK OF ANSWERS ].

The hardcopy of the book was included into the packages of the limited edition set, which were available during the promotion period.

Enlarge the concept of the book into an offline pop up store, where customers could experience the QUIKFOAM shoes in the “book”.