Nathan Launches 2016 Spring Hydration Campaign: "Run Like Water"
Third Annual Spring Hydration Campaign to educate runners on the importance of hydration
before, during, and after a run
Fountain Valley, Calif. (April 20, 2016) – NATHAN, the Running Essentials™ leader, announced today the launch of the brand’s 2016 spring hydration campaign, Run Like Water. NATHAN will provide participating run-specialty retail stores with a wide range of hydration solutions to drive category sales through education and events. This is the third annual spring hydration campaign and it will run through the spring and summer.
Dehydration is a leading cause of training injuries for athletes, yet many runners see hydration as an afterthought, and not essential to their run. Through hydration events led by NATHAN PROs and in-store ambassadors at participating run-specialty retailers, the Run Like Water campaign aims to educate runners on the importance of proper hydration. Events will include hydration-themed trivia games, product demonstrations, and fun runs. NATHAN PROs will come equipped with a Spring Hydration Demo Kit that features educational posters, stickers and brochures, along with new NATHAN Spring 2016 products.
“Our customers are devoted runners of all levels, and as the temperatures start to warm and people lace up their shoes, we want to make sure they are able to run safely and comfortably,” said Brent Hollowell, vice president of marketing for NATHAN. “Dehydration can inflict physical and mental pain on runners, so hydration education is very important to us. We are proud to support our partnering retailers to promote hydration through this integrated campaign.”
NATHAN PROs offer substantial benefits for partner retailers. For instance, stores with a NATHAN PRO sell 2.7 times more essentials and have grown the running essentials category upwards of 100 percent. In addition, the campaign will help partnering run-specialty retailers increase sales in their hydration category. Last year’s campaign resulted in a 20% percent average increase in hydration category sales for participating stores.
“Promoting health and safety among athletes is a key mission for our brands,” said Tony Armand, CEO of United Sports Brands, parent company of NATHAN. “Dehydration affects the entire body, and we view it as a key mission to keep all of our athletes educated and informed on the value of proper hydration.”
The NATHAN Run Like Water Spring Hydration Campaign is part of NATHAN’s School of Run initiative, a year-round educational support system for select NATHAN retail partners. Other components of The School of Run include the Fall Visibility & Safety campaign, Fire Up Your Run, and year-round support for performance gear.