The Great Crossing

In 2025, Intersport and Brooks conceived Project Run, an immersive trail adventure designed for Intersport sales staff. The goal: take the on-the-ground teams out of their everyday store environment and give them a 100% trail weekend, centred around the Cascadia 19, strengthening their product expertise through experience. The project had to combine sporting performance, human cohesion, and a concrete activation of the partnership between the brand and the retailer. SPK conceived and orchestrated the entire campaign, from the recruitment strategy to live content production during the event. A multi-phase mechanic was deployed to build anticipation, engage the stores, and select the participants. 47 registrations were recorded, 18 profiles pre-selected, and 9 sales staff retained from 38 stores. The weekend was built around two days of trail running, combining roaming and relay formats, in a demanding natural setting, with a dedicated base camp and partner activations. The Cascadia 19 was tested in real conditions by all participants. The activation also relied on an ambitious content strategy: live coverage, reels, stories, carousels, and snack formats, in collaboration with the media outlet Clapping. In total, 2.2 million video views were generated with 159K social impressions across posts and stories linked to the event. On the ground, 100% of participants said they would like to repeat this type of activation and recommend the Cascadia 19 in store, confirming the business and relational impact of the campaign.