Mill City Trailhead

Product Strategy
Environment Design
Graphic Design
Custom Product
Digital Imaging 
Event Activation

In an effort to effectively launch their new line of trail running shoes into a competitive market, Saucony decided to partner with an influential specialty account located in the trail running capital of the country—Minneapolis.

To achieve a successful launch, Select designed and built an interactive, museum-like consumer experience in the second floor space of Mill City Running, Minneapolis’ top rated run shop.

Saucony utilizes brandhub to streamline go-to-market activations.

A Pop-Up Experience

In the space, we highlighted the unique features of each of the shoes and paired them with real Twin City trails so consumers would know which type of trail each shoe was well suited for. Then, we tracked the results. Mill City Running saw a spike in overall Saucony footwear, trail running footwear and apparel sales, plus increased consumer engagement through social platforms and weekly running groups.