In order to launch LeCoq Sportif new retro-running collection we decided to back an unconventional sport with a go against the grain philosophy to be recognised in the Olympics - backwards running (also known as retro-running). Sponsoring world champion Garret Doherty and help the sport fulfil a dream to become an Olympic sport.
To launch Le Coq Sportif’s Retro-Runners, we went about finding the perfect ambassador: Retro-Running, also known as backwards running, world champion, Garrett Doherty. We tracked down the Irishman and developed an integrated campaign with a unique goal: get Retro-Running into the Tokyo Games. With a worldwide petition, a spot on Sunrise and generous PR, support for Garret flooded in. In no time, our masterful campaign had people from all over the world hooked on the power and possibility of the Retro-Runner.