I have been a competitive distance runner for over a decade and competed in college as well.
Running has given me some of the most meaningful friendships and experiences of my life.
Alongside those positive memories is a difficult reality:
female distance runners experience some of the highest rates
of disordered eating and eating disorders in collegiate athletics.
The pressure to perform, look a certain way, and tie self-worth to athletic
success can have lasting impacts on athletes...
The numbers are scary…
47%
20-31%
96%
of female athletes in leanness sports like running
experience disordered eating behaviors.
of elite female athletes
experience eating disorders.
of people with lived experience of
eating disorders encounter
harmful diet-related advertising online.
at a larger scale
From my own experiences as a distance runner and from spending over a decade immersed in running culture, I knew that fueling, body image, and disordered eating were persistent issues within the sport. These conversations appeared everywhere around me, in team environments, on social media, and within the broader culture of distance running. I believed this was an important issue that deserved greater attention in running advertising.
However, I also knew that personal experience alone was not enough to support my argument. I wanted to ground my project in research and better understand how female collegiate runners make meaning of their experiences. To do this, I turned to media studies theory. Phenomenology was particularly valuable because it focuses on individuals' lived experiences and how they interpret the world around them. Rather than relying solely on statistics or outside observations, a phenomenological approach allowed me to center the voices of female distance runners themselves and understand how they experience identity, performance, community, and well-being within the sport.
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I conducted a competitive industry analysis to identify the brand that best aligned with my vision and goals for the spec ad.
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I conducted 15 one-on-one interviews, gathering stories from former collegiate distance runners.
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I explored how distance running and mental health show up across social media.
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I hosted a focus group at the University of Oregon. Click the link below to learn more about the event and its results.
RESEARCH METHODOLOGIES:
KEY LEARNINGS
Academic articles and secondary sources supported the finding that a significant number of distance runners experience challenges related to disordered eating patterns, as well as pressures associated with a highly competitive mindset.
The focus group results indicated that many Gen Z college students respond positively to brand messaging that emphasizes “showing up” and consistency, rather than purely performance-driven language.
Participants also identified Brooks’ slogan “Let’s Run There”
as the least motivating among the examples presented.
This suggests a lack of clarity and emotional resonance in the current messaging,
providing an opportunity to further develop and strengthen the brand’s positioning.
This insight solidified my decision to use Brooks Running as the brand behind my campaign. Brooks was the first running shoe brand I ever wore when I began competing in cross country in middle school. Years later, I raced in Brooks Hyperion Tempos while chasing the mile and 800m times that helped me earn a spot competing at the collegiate level. Brooks later provided shoes for my university while I competed in cross country and track, making this project feel like a true full circle moment.
I couldn't be happier to have chosen my favorite brand as the brand behind an idea that means so much to me.
On May 18, 2026, I filmed my campaign.
Originally, the spec ad video campaign was going to be titled “Show Up With Brooks”, but on
May 20, 2026, I changed the title to something I have never seen before,
“Meet Me at the Start Line”
The Vision
I wanted my spec ad commercial to feel real and authentic, highlighting genuine moments and memories formed within a team. The film features scenes of showing up for yourself, supporting others, and sharing food connected to meaningful memories as a subtle way to emphasize the importance of fueling without making it feel preachy or pressuring. My goal was for viewers to feel a sense of community, belonging, and safety while celebrating the best parts of distance running without focusing on competition itself.
Recruiting Via Social Media
BARRIERS: I moved to Oregon from Virginia in September, meaning I only had a few months to build friendships with people who would be willing to help me, and my vision included a big group to resemble a distance running team.
I also wanted to recruit student athletes who are also influencers to create authentic running role models that align with and reinforce this messaging.
IN ADDITION, as master’s student, my budget for this commercial was limited to the grocery money I earn monthly from working at the climbing gym. I did not have the funds to pay models or a professional photographer, so I needed volunteers.
THE SOLUTION: I learned a lot about the TikTok algorithm through my years of media studies, various social media internships, and self-learning. I went straight to TikTok to scout for models and additional hands I could bring on board for the filming process.