Since March 2020, people have been navigating their way through the global pandemic including major changes to the way we live and work. COVID-19 has also driven a rising awareness in healthy living and wellbeing. As a strategic response to these trends, we worked to position OOFOS as the leaders in the active recovery space and bring the brand to the forefront of the conversation about everyday self-care.
Exploring new brand territory
OOFOS has been pioneering recovery footwear for over 10 years. The brand is highly regarded by elite runners and community running groups for the recovery benefits its footwear offers following a run or work-out session.
During the time that OOFOS has been developing into the leading run recovery brand, the health and wellness space has been growing too, with recovery a new and important part of the category.
With COVID-19 pushing self-care higher up the consumer agenda, there was a significant opportunity to show that OOFOS is a brand not just for athletes but for everyday wellbeing.
The challenge for Aspire was to show how the recovery powers of OOFOS could help people with their self-care. We wanted to bring the brand to the attention of a wider audience and build credibility through OOFOS brand ambassadors.
“Thanks for the fab OOFOS event, it was really informative. I love my OOFOS clogs, have been springing around the house in them.”
Focusing on the powers of recovery
To elevate OOFOS further into the recovery space, we organised a virtual roundtable with an expert host and three panellists.
The event was billed as the ‘Recovery Power Hour’. We invited 15 key media and influencers from leading titles such as The Daily Express, Marie Claire and Runner’s World to join the experience and hear tips, insights and techniques focusing on self-care and recovery.
The session was hosted by the scientist and sportsman, Professor Greg Whyte OBE. Greg has a lifelong passion for sport, exercise, human performance and exercise physiology. He has applied his experience, expertise and knowledge to help countless celebrities complete some of the toughest and most demanding physical charitable challenges.
The session began with an introduction from Giles Cundell from OOFOS, followed by 10-15 minutes from each panellist on breathwork practices, physical movements and nutritional guidance. The event concluded with a Q&A with the panellists.
All invited guests received an OOFOS recovery pack with a pair of OOriginal Sandals, OOahh Slide Sandals or OOlala Sandals, and accompanying recovery inspired nutrition.
The session had two main objectives: to establish OOFOS as the leader in the active recovery space and capture content for use on OOFOS owned channels and in pitches to secure future media placements.
We are actively following up with guests on opportunities to feature recovery specific content and we have also contacted media who couldn’t attend, such as The Mail on Sunday, Good Housekeeping and Prima, to share content angles relevant to their publications.
Spreading the self-care message
reach from influencer social posts
reach from panellist social posts
Adding OOFOS to the wellbeing conversation
The ‘Recovery Power Hour’ activation – from concept to creation, delivery and execution – successfully builds a narrative on the power of recovery that positions OOFOS footwear at the forefront of the self-care, wellness and recovery category.
The credibility, authenticity and general interest in our host and panellists opened OOFOS up to new audiences. The event delivered immediate exposure across social with a total reach of 170,061 through the invited influencers and panellists’ channels.
The content generated by the event was strong, relevant, authentic, and advocate led, supporting OOFOS in its drive to become the voice of recovery. We will continue to nurture the relationships with our engaged and relevant group of media and influencers covering health and fitness, wellness, and running. The content will serve the brand well to secure media placements.
The Recovery Power Hour provides strong foundations for the future, helping to position OOFOS as the authority on recovery whether it’s for running or everyday self-care.