P3R orchestrates Pittsburgh's premier races, including the DICK'S Sporting Goods Pittsburgh Marathon, and oversees top-quality races and health programs throughout the region. This project develops strategies for P3R branding and optimizes sales for 4RUN2, P3R's in-house apparel line, focusing on innovative marketing and point-of-sale opportunities at the Pittsburgh Health & Fitness Expo during Race Weekend.
How might we enhance 4RUN2's online and in-person sales by implementing innovative marketing strategies and leveraging point-of-sale opportunities at P3R events?
The current expo experience involves runners registering, collecting bibs, and racing—with minimal interaction with the P3R brand or products. P3R lacks visibility beyond occasional emails and website mentions. Our strategy integrates P3R across marathon touchpoints for broader engagement.
Most runners discover the brand only at the expo, discouraging purchases. Our redesign introduces users to the brand earlier through starter kits, social media, and enhanced booth visibility.
A convenient package option for registered runners with multiple apparel choices. Runners can customize colors and sizes, and add more items to their kit.
Partnership considerations include willingness to engage with 4Run2, passion for products, and social following.
Comprehensive brand coverage from March through May/June with target goals for engagement rates, brand visibility, and sales. Includes a local Pittsburgh tour—visiting favorite pizzerias, Carnegie International museum, and Steelers games.
Runners and supporters take away 4run2 items—keychains, tote bags, or digital assets like electronic brochures and branded wallpapers—to enhance brand recall and strengthen emotional connection.
The Pittsburgh Marathon registration page currently links once to 4RUN2. With high site traffic, the redesign leverages this surface to elevate brand visibility, clearly positioning 4RUN2 as P3R's premium in-house brand—building trust and driving users directly to shop.
To justify the price point, the site adopts a luxury, pride-driven aesthetic that signals quality and credibility through elevated visuals, typography, and storytelling.
Luxury Visual System
High-end design language that reinforces premium positioning and brand pride.
Shopify & SEO Optimization
Plugins and SEO improvements increase discoverability, traffic, and sales.
Stronger Product Pages
Clear size charts, expanded imagery, detailed descriptions, reviews, and color options reduce friction, lower returns, and improve conversion.
Customer Insights
Session recordings and surveys reveal user behavior and inform ongoing optimization.
A revolutionary visual of support and motivation—an unexpected advertisement.
Checkpoints or waterstops: Supporters prepare supplies and snacks for runners at checkpoints.
Technology: Leverage marathon tracking systems to help supporters reach checkpoints on time.
Companions: Supporters can support runners throughout the course, not just at one checkpoint or the finish line.
Pace teams: Distribute 2-3 buggies throughout the course filled with pace teams to keep runners motivated.