Philos

Goal
To bring the launch of Philos to life and build brand awareness within a targeted demographic.

Afterwork Run Event
Leading up to the launch, we organized an ‘Afterwork Run’ at Fosbury & Sons, a vibrant co-working space in Amsterdam that attracts a diverse group of young, independent businesswomen (ages 25-35). This event brought together over 40 participants, including influencers, Fosbury members, and running enthusiasts. The aim was not only to promote the Philos brand but also to foster community engagement and networking. The event was a resounding success, leading to a long-term partnership with Fosbury & Sons, which helped Philos establish a local network and positive brand associations in a relevant setting.

Influencer Morning Run
Days before the official launch, we invited a selected group of influencers to a morning run from the Philos store. The morning ended with a matcha ceremony. This event offered an exclusive store preview, allowing influencers to experience Philos firsthand. Of the 29 influencers present, 93% shared content on their social media, generating significant online visibility and positive brand awareness within our target audience. 

Press Launch
To introduce Philos to the media, we hosted a press event at the Philos store, the ‘Temple of Running,’ providing an exclusive store preview before the official opening. Journalists had the opportunity to meet founders Greg Rosborough and Sophie Nordenhed and to experience the collection firsthand. This resulted in 25 press visits and 10 online articles, enhancing overall brand visibility and credibility within the media.

Result
The combination of community events, influencer activations, and press moments created a powerful and broad brand introduction for Philos. The strategy led to long-term engagement and strong social media impact, with a target audience that feels connected to Philos and its mission. Through effective press and influencer relationships, Philos is now solidly positioned within the running segment, making it a trusted choice for women in this community.