NEW YORK — Brooks Running Company’s chief executive officer Jim Weber made the cross-country trek from Seattle to New York to make the big announcement personally. With Global Running Day on June 7 as a backdrop, the activewear brand hosted an early-morning 5K fun run and breakfast as it prepared to release the details on its “biggest endorsement deal ever,” Weber said.
Elite marathon runner Desiree Linden, one of Brooks’ sponsored athletes, even made a video appearance to prepare the group for the “next-level stuff” it was about to hear.
And the next Brooks sponsored athlete is….drum roll please….everyone.
Starting today, Weber said, anyone who signs up to the brooksathlete.com web site becomes one of the company’s sponsored athletes. The company will send each person a check for $1 and provide access to “first-class content on training and nutrition,” he said. “You can’t put a price on bragging rights,” he added, tongue firmly in cheek. “But it’s going to be a really big deal in your household.”
Those signing up at the event were handed a “contract” between the runner and Brooks, a business “well known…for its unfathomable love of running.” It went on to say that while running, the athlete has “the right to yell at the top of your (very healthy) lungs, ‘I’m getting paid to do this!’ as you pass pedestrians and other runners. They don’t have to know it’s just a dollar.”
Weber said the idea of endorsing regular people is part of the brand’s ethos to “run happy.”
The fine print on the endorsement deal said that the promotion was limited to 20,000 people.