MEDIA

Reshaping OOH Through Culture

For Saucony’s first sponsorship of the Shoreditch 10K, I reshaped the brand’s out-of-home media strategy, moving beyond traditional formats to deliver a culturally relevant, location-first activation rooted in East London.

The strategy responded directly to the context of Shoreditch itself, a neighbourhood defined by creativity, street culture, and visual disruption. Rather than relying on expected race-weekend executions, the objective was to blend performance-led media principles with cultural expression, using the urban environment as the primary channel.

The activation centred on bold, guerrilla-style fly-posting featuring oversized Saucony iconography deployed across Shoreditch and adjacent neighbourhoods. This was complemented by high-street OOH placements that mirrored the same visual language, creating consistency between unconventional and traditional formats while maintaining strong contextual relevance around running routes and cultural hotspots.

The work extended organically beyond paid media, including a user-generated music video filmed in a nearby overground station where the fly-posting appeared as a visual backdrop, reinforcing authenticity and cultural resonance.

At a strategic level, the activation demonstrated how Saucony’s media ecosystem could evolve beyond expected executions, delivering visibility, relevance, and cultural fluency within a performance moment.