MY BACKSTORY

I’ve been competing in distance running since I was 12

experiencing both the highs and lows of the sport.

From injuries to time away,

I understand what it’s like to be both

inside and outside of it.

That perspective shapes how I think as a

strategist.

Through my own experience, I understand one key

audience deeply:

competitive female distance runners.

THE INITIAL SPARK

(when & where i thought of this topic)

I came up with this idea

while doing what I do best,

overthinking on a run along the river trail

in Eugene, Oregon.

I was wearing Chicknlegs shorts,

a silly, rainbow-covered pair

I bought for St. Patrick’s Day.

When I got back, my

roommate laughed at them,

and I explained the brand’s joke about the

stereotype that distance runners have thin, non-muscular legs.

I joked, “I don’t have chicken legs, I have strong legs.”

On my run the next day, it clicked.

I started thinking about how

harmful that stereotype can be, especially for a

brand targeting young distance runners,

and how, as someone in advertising,

I wanted to challenge it.

I had a strong sense of this from my own lived experience,

but I wanted to validate it through RESEARCH METHODS.

RESEARCH METHODOLOGIES:

  • I conducted a competitive industry analysis to identify the brand that best aligned with my vision and goals for the spec ad.

  • I conducted 15 one-on-one interviews, gathering stories from former collegiate distance runners.

  • I explored how distance running and mental health show up across social media.

  • I hosted a focus group at the University of Oregon. Click the link below to learn more about the event and its results.

    CLICK HERE TO SEE HOW IT WENT

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.

learn more about findings from my focus group here

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.

A time where I could not be more grateful for the internet

to be continued

This is an in-progress project that I will present for my Master’s Defense in the Advertising and Brand Responsibility program on May 22, 2026. It will include a brand brief, spec commercial, and theory paper.

I’m excited to share the full work soon, feel free to explore and get a preview of the process so far, this was just a small snippet and can’t wait to share the project by the end of May!

Want to hear more about it and chat? Send me an email and let’s connect via Zoom or in person