The challenge
Buying running shoes online means guessing. Shoppers arrive knowing they need support or cushioning, but a spec grid and a studio photo never answer the real question — will this work for my gait, my mileage, my feet?
In store, a fit specialist resolves that in ninety seconds. Online, that expertise disappeared — and the range was too broad to cover with a studio shoot, with new models landing every season.
The approach
Influence booked runners matched by weekly mileage, gait and race distance rather than follower count — the people whose feet actually resemble the shopper’s, with usage rights secured at booking.
One workflow carried each booking from brief to published asset — creative direction, gifting, approvals, rights and payment resolved in one place — so the team could run hundreds of runners without hundreds of email threads. Site then enriched every shoe page at catalog scale, matching each fit-and-feel video to the model it was filmed on. Track measured the whole funnel, from the social impression to the order.
“A runner explaining how a shoe felt at mile ten outperformed everything our studio produced.”
The results
Fit video lifted conversion across the range and sharply increased time on product pages, with the largest gains on new model launches and returns-heavy categories. Because the same asset works on social and on site, one booking now earns twice — reach at the top of the funnel, conversion at the bottom.
- →8.8% on-site conversion rate on pages with runner fit video.
- →2.9X time on site for video-engaged sessions.
- →1.2M total views across social and on-site placements.
- →7.9% social engagement rate on runner-published fit content.