data-driven, runner-centric

It was clear from the start that Brooks had a loyal following, but the brand wasn’t resonating with the wider running community. Many casual or newer runners didn’t feel like Brooks was for them; they saw it as a brand for “real” runners. Meanwhile, our key audience, the “switcher,” was already committed to running but open to changing brands. They were looking for guidance, proof, and expertise.

Inside the company, stakeholders were eager to tell a more inspiring story about joy and community, but they were concerned it might get in the way of e-commerce performance. We also found that Brooks had strong content that ranked high in search, and it was living in a separate blog disconnected from shopping flows. The opportunity became clear: to build a more connected, useful, and runner-led digital experience.

design grounded in strategy

To bring the vision of a runner-led experience to life, we restructured the site around three core content pillars: My Gear, My Run, and My Community, each reflecting a key dimension of the running journey. We introduced modular components that made it easy to integrate expert advice, stories, and product recommendations throughout the e-commerce flow. 

The UI embraced the brand’s playful side with hand-drawn elements, whimsical illustrations, and celebratory moments that reflected the joy and imperfection of running. 

On the UX side, we introduced new landing pages and article templates, made critical product information more scannable, and embedded “reason to believe” modules that highlighted the science behind Brooks’ products. We also redesigned the PDPs and product category pages to support easier comparisons, surface badges like "new" or "limited edition," and guide users through more informed decisions—especially important for the switcher runner seeking clarity and confidence.

test, learn, refine

Every sprint, we conducted moderated usability sessions with 5–8 participants across the U.S., representing a mix of genders, ages 25–55, and running experience levels—from casual joggers to marathoners. Feedback from each round directly informed design decisions.

• Users appreciated the seamless integration of product links within articles—when relevant. So we made product placements opt-in, ensuring they felt helpful, not intrusive.

• Some runners were confused by jargon like “DNA Loft” and “Run Signature.” We rewrote labels and added visual context to clarify product benefits at a glance.

• The homepage initially overwhelmed users with mixed content types. We restructured the layout to prioritize shopping goals and pushed storytelling further down the page.

• In early PDP tests, users struggled to understand what made a shoe special. We elevated key selling points and scientific attributes into digestible visual content higher on the page.

measurable growth, elevated brand

The redesign not only elevated Brooks’ position as a leader in running gear but helped reframe the brand as a trusted partner in the broader wellness journey. As one user put it, “I think this is not only a shoe company, this feels like a well-being company. They’re merging health, inspiration, and running advice in a way that actually feels helpful.”

The work resonated internally as well. Our collaboration led to a multi-year engagement, expanding into the ongoing maintenance of content across the website and social platforms—each touchpoint guided by the digital brand expression we shaped together.

Brooks saw a 27% increase in overall growth in 2020, welcomed over 1.6 million new runners to the brand, and claimed the #1 spot in women’s running shoes, surpassing longtime category leaders like Nike and Adidas.