Speedland - Road Shoe Launch
Running Wild On The Road
How does a hardcore trail running brand disrupt the world of road running?
Client Challenge
Speedland, the world’s first hyper-performance trail running footwear brand, got an ask from their athletes: we want to wear your badass innovation even when we’re not crushing trails—we want it on the road! Speedland came to Planit to help position and launch its first road running shoe: the RX:FPY.
Planit's Solution
Extend the Adventure. Born in the woods, mountains, and deserts, Speedland brought trail runners better fit, durability, comfort, and confidence. With those same benefits now built for road running, Planit thought, Let’s invite runners to rethink roads—not as barriers to the wild, but as extensions of the adventure.
The Story: Wolves, Snakes, Birds of Prey…and Pavement
Stepping out of the wild and onto the road, animals interact with the RX:FPY road shoe to conjure Speedland’s origin story, its performance advantages, and the runner’s mindset. Fast. Smart. Relentless. Aggressive.
Connecting: Scroll-Stopping Power
The key visuals we developed are unusual yet inviting, making runners stop in their tracks. (Pun highly intended.) That same brand that runs with the land now runs with the road, too.
A New Hero: Getting More Mileage from Ecomm
The goal was to create images that immediately made runners understand what was different—and better—about these shoes. More importantly, to make them want to feel these road killers on their feet. Mission accomplished.
Geared Up: Swag with Attitude
The campaign lent itself perfectly to a collection of graphic tees and swag that reflected the aggressive attitude of the shoes and those who wear them.
