project overview and Objectives
Fast Break Athletics is a locally-owned run specialty shoe store based in Chattanooga, Tennessee, offering a wide range of athletic footwear, apparel, and performance gear tailored specifically for runners. As a trusted destination for running enthusiasts, Fast Break Athletics is dedicated to providing high-quality products that meet the unique needs of runners at every level—from beginners to elite athletes. In addition to shoes, the store offers expert fitting services, running accessories, and advice to help athletes enhance their performance. As a growing brand in a competitive market, Fast Break Athletics sought to strengthen its positioning within the local community and build deeper connections with its customer base.
Challenge
Fast Break Athletics faced the challenge of standing out in a highly competitive retail landscape, where many brands and chain stores offer similar products. The store wanted to increase its visibility in the Chattanooga area, drive foot traffic, promote its specialized services, and elevate its reputation as the go-to destination for runners. The brand also sought to leverage its expertise and community involvement to attract new customers, engage its current audience, and showcase the quality and performance of the running shoes and apparel it carries.
Our Approach
To help Fast Break Athletics build a stronger brand presence and improve its customer engagement, we developed a comprehensive marketing strategy that combined regular social media engagement, high-quality content creation, and strategic promotions. Our approach focused on highlighting the store's specialized expertise, local partnerships, and commitment to serving the running community.
1. Social Media Strategy & Engagement
We created and managed a vibrant social media presence for Fast Break Athletics across platforms like Instagram, Facebook, and Twitter. By curating content that highlighted the store’s unique offerings, expert shoe fittings, running tips, and customer success stories, we kept the community engaged and informed. Regularly featuring posts about new product arrivals, special sales, and local events helped keep Fast Break top-of-mind for local runners. Additionally, we actively engaged with followers through comments, polls, and contests, cultivating a loyal community of runners and fitness enthusiasts.
2. Photography & Product Photography
To visually communicate the quality and performance of Fast Break Athletics’ footwear and gear, we conducted regular photo shoots featuring both product-focused images and lifestyle shots. We highlighted a variety of running shoes, from trail runners to road racing shoes, along with the apparel and accessories that complement them. Action shots of local runners using Fast Break products were also captured to demonstrate how the gear supports their training and performance goals. These images were used across social media, email marketing, and the store’s website to drive sales and create a consistent, visually appealing brand presence.
3. Film & Social Film Series
To further connect with Fast Break’s audience, we produced a series of short films that showcased local runners, highlighting their stories and how Fast Break Athletics played a role in supporting their athletic journeys. The social film series, which included customer testimonials, training stories, and behind-the-scenes footage of the store’s expert fitting process, was featured on social media and the brand’s website. These videos provided an authentic, personal touch that resonated with both new and existing customers, reinforcing Fast Break’s commitment to serving the local running community.
4. Promotion of Special Partnerships
Fast Break Athletics has built strong relationships with local running clubs, race organizers, and fitness influencers. We worked closely with the store to promote these partnerships through co-branded campaigns and event sponsorships. From sponsored local races to community runs and group training sessions, we helped position Fast Break as an integral part of the local running scene. These collaborations helped attract new customers, boost foot traffic, and increase awareness of Fast Break’s unique offerings, such as expert shoe fittings and personalized running gear recommendations.
5. Email Marketing
We developed targeted email marketing campaigns designed to keep customers engaged and informed about new products, special promotions, and upcoming events. By segmenting the customer list based on purchase history and interests, we were able to deliver personalized content, such as shoe recommendations, fitness tips, and exclusive offers. Regular newsletters highlighted customer stories, product launches, and store events, helping to drive repeat visits and increase brand loyalty.
6. Event & Promotional Photography
We supported Fast Break Athletics during local events and product activations by providing high-quality event photography. Whether capturing the excitement of sponsored local races, group training runs, or special product launch events, our photography helped Fast Break share its active involvement in the Chattanooga running community. These images were shared on social media, in email campaigns, and on the website, helping to further promote the store’s presence and increase engagement with local runners.
7. Comprehensive Strategy & Brand Positioning
By combining expert content creation with a strong community focus, we helped Fast Break Athletics enhance its brand positioning as the go-to run specialty store in Chattanooga. Our strategy consistently highlighted the store’s deep knowledge of running, personalized customer service, and high-quality products. Through social media engagement, visual content, partnerships, and email marketing, we ensured that Fast Break Athletics was top-of-mind for local runners when it came to purchasing running shoes, apparel, and accessories.
project outcome and results
The multi-channel strategy we implemented for Fast Break Athletics led to significant improvements across several key metrics:
- Increased Local Brand Visibility: Consistent social media posting, engaging content, and partnerships with local running events helped Fast Break Athletics become a more recognizable brand within the Chattanooga running community. The store’s active presence online translated into increased foot traffic and higher sales.
- Enhanced Customer Engagement: Our regular engagement on social media, combined with user-generated content campaigns and a social film series, helped foster a loyal, engaged community of runners. Customers felt more connected to the brand and were more likely to return for future purchases.
- Stronger Brand Positioning: Through the emphasis on Fast Break’s expertise in running gear and personalized fitting services, we helped position the brand as the trusted source for runners of all levels. The storytelling through video content and customer testimonials further solidified this position.
- Increased Sales & Conversions: The combination of regular promotions, personalized email marketing, and strategic product photography drove more traffic to Fast Break’s store and website, resulting in higher sales. Customers were more informed and confident in their purchases due to the detailed product imagery and expert advice shared across digital channels.
- Successful Partnerships & Community Engagement: The promotion of Fast Break’s collaborations with local running clubs, race organizers, and fitness influencers created a network of brand advocates, helping to increase both awareness and sales. Special events and sponsored races served as powerful brand activations, bringing in new customers and fostering community goodwill.
By combining a robust social media strategy, targeted email campaigns, high-quality visual content, and strategic community partnerships, we helped Fast Break Athletics strengthen its brand position as Chattanooga’s premier run specialty shoe store. The result was increased brand visibility, stronger customer loyalty, and a more engaged local running community—setting Fast Break Athletics up for continued success in the competitive athletic retail market.
