SAUCONY
LONDON STORE LAUNCH

Ask

Build and execute a strategic, integrated store-opening activation to drive significant hype and engagement for the store across the UK, EMEA and beyond, while authentically connecting with Saucony’s run lifestyle audience.

Delivered

Canoe developed a three-phase launch strategy designed to build momentum before, during and beyond launch day. Working closely with run communities, creators and media, the campaign culminated in a high-energy launch programme rooted in movement, culture and community.

At the centre was Saucony’s ‘Beat the Bus’ challenge. In collaboration with Keep Hush, we transformed an open-top Routemaster into a moving party bus, complete with a live streamed DJ set from the top deck. Saucony’s run communities raced the bus through central London before finishing at the new Covent Garden store, turning the launch into a city-wide cultural moment and symbolically announcing Saucony’s arrival in London.

Beyond opening night, the store evolved into an ongoing community hub through run programming, creator-led experiences and always-on activations.

Services: Experiential, PR, Social