Brooks - Glycerin

Brooks Running runs a creator partnership programme that puts new product in the hands of runners ahead of release — shoes, kit, a race entry every now and again — in exchange for content that lives on the creator's own feeds. For this drop, the package was the new Glycerin Max and Glycerin Flex, the next generation of their daily trainers, and a bib for the CPC Den Haag.

The brief on PR partnerships is loose by design — no script, no shot list. What matters is the shoe lands in the creator's life the way it would for any other runner: a box on the doorstep, a first try-on, an opinion. So we kept it that way. One unboxing cut at home in vertical, lit by the lamp in the corner, Brooks blue against the warm room light, the lime-green DNA Tuned midsole, the on-feet shot with the bike wheel and Espresso poster behind.

Then the test: CPC Den Haag, a few weekends later — Glycerin on feet through the streets of The Hague. Anything you can say about a trainer in a review reads louder after racing it. The unboxing cut went up on Instagram and TikTok the same week; the race-day TikTok followed.