All across Europe, sports retailer Intersport is best known as your local, generalist sports store.

As of 2018 the business is evolving, from a 5000+ store franchise, to a unified retail brand, with a single vision: to deliver expert service to athletes.

We were tasked by Nike to produce an original campaign for the launch of the new Zoom Pegasus Turbo running shoe, as the first campaign for the centralised Intersport account.

The objectives were:

- Generate awareness of the new centralised .com platform

- Begin to grow the new Intersport community through social @intersport - starting from 0

- Position the brand as an authority in running

- Generate sell through of the new Nike Zoom Pegasus Turbo on .com

Core runners are product geeks. Whether they're a solo weekend warrior or a pack runner that finds strength in numbers.

At the heart of our mobile first campaign concept, we wanted to talk runner to runner.

From grass roots pre-trial experience, through to product launch and sustain period - we wanted to generate stand out in the market through an authentic runner's voice.

To do this, we discovered an unsigned running influencer that held breath-taking credentials in running, but was a true product geek - someone that could tell our product story with an authentic, credible tone.

Lee Grantham, official Team GB ultra-marathon runner, became Coach Lee - the official Intersport running storyteller.