Dunkin' and Saucony bring back doughnut-themed running shoe

Dive Brief:

Dunkin' and athletic footwear brand Saucony, both Boston-based companies, collaborated on the Saucony x Dunkin' Kinvara 10 limited-edition shoe to celebrate the Boston Marathon on April 15, according to a news release.
The new shoe features Dunkin’s colors and logo, with strawberry-frosted doughnut medallions, Dunkin' coffee cups and "Boston" on its reflective strip. It comes in a custom shoebox that resembles a Dunkin' doughnut box. The shoe is available in sizes for men, women and, new this year, children. The price is $120 for adult shoes and $65 for the children's version.
The Saucony x Dunkin' Kinvara 10 is available at Saucony.com, MarathonSports.com and at several Marathon Sports stores in the Boston area. The shoes will also be available at the John Hancock Sports & Fitness Expo April 12-14. From April 8-15, Dunkin' is offering double the points to DD Perks Rewards members in certain New England markets who place an order through On-the-Go Mobile Ordering.

Dive Insight:

Dunkin’ is once again teaming up with fellow Boston brand Saucony to give marathoners a unique race-day experience. Consumers appear to enjoy limited-edition and unusual merchandise from their favorite brands, with reports from multiple marketers that such merchandise has quickly sold out. The colorful running shoes themed around a brand known more for coffee and doughnuts could drive up social media traffic and generate buzz for both brands. The two brands launched the Saucony x Dunkin’ Kinvara 9 last year with only 2,000 pairs, which were snapped up soon after their debut.

A number of brands are releasing quirky branded merchandise, as marketers seek to drive sales and connect with consumers in memorable ways. The Dunkin’-Saucony partnership could especially resonate with consumers’ growing interest in sneakers. The footwear market in general grew 13% in 2017, but sports footwear increased 46%, according to Euromonitor International. Sports footwear was expected to grow 20% over a five-year period compared to 10% for the overall category. The athleisure trend, popular with younger consumers, is driving the interest.

Dunkin' is additionally hoping to boost brand awareness in the running community, as the brand works to enhance its reputation as a coffee brand and showcase how it fits into on-the-go lifestyles. Athletes often use caffeine to improve their performance, and running is one of the most popular sports and continues to grow.

The campaign follows Dunkin's recent brand revamp, which included dropping "donuts" from its branding and a new look and packaging. The company celebrated the new look on social media with vignettes showing how people can make their first-name basis relationship with Dunkin' official by knitting a Dunkin' sweater, getting a Dunkin' hairdo or creating a special handshake.