Background
Brooks Running, established in 1914 in Philadelphia, began as a manufacturer of ballet slippers and bathing shoes. Over the past 110 years, Brooks has grown into a leading developer and producer of performance footwear, apparel, run bras, and accessories, sold in over 50 countries worldwide.
The Challenge
Brooks sought to elevate their sales meeting to a "higher level" event that would excite, motivate, and engage their sales network about the new product line. They aimed to enhance production value and mark the transition between retiring CEO Jim Weber and his successor, Dan Sheridan. Despite having a creative team, Brooks had never hired an external production company for its sales meeting. They enlisted TPN to infuse the event with creativity and branding, from the entrance area to the meeting room and keynote stage. Additionally, TPN was tasked with producing a fashion show, sales awards, and a celebration for Jim Weber, all designed to keep the sales network engaged and energized.
Why TPN was Chosen
Brooks had a long-standing relationship with Evia, which merged with TPN in 2023. TPN is renowned for its expertise in producing keynote stages, including sound, lighting, closed captioning, and digital recording. This project marked two firsts: a long-term client working with the newly formed TPN, and Brooks elevating its sales meeting with a strong creative element. Brooks chose TPN for their deep understanding of the company's history and future goals, exemplified by TPN's tagline, “Relationships Matter and Experience Counts.”
How TPN Responded
TPN began by deeply understanding Brooks' vision and goals for the event. To create a "wow" factor from the start, the TPN creative team designed a giant shoe entrance for attendees, accompanied by music and mood lighting.
In anticipation of the Summer Olympics in Paris, the meeting's primary colors were gold, silver, and bronze. The Bay Auditorium, where the keynotes were held, was decorated with Brooks signage and inflatable Brooks-branded silver balls. The keynote stage was lined with Brooks branding, and each table featured small, branded globe lights and mood lighting for ambience.
For the sales award celebration and fashion show, TPN relocated the silver balls and globe lights to maintain a consistent theme and honor Brooks' commitment to sustainability. Post-event, TPN produced videos and provided post-event captioning.
The Results
Approximately 230 of the 250 invited salespeople, tech reps, and Brooks employees attended the keynote events. The CEO celebration for Jim Weber attracted around 450 attendees, including salespeople, headquarters staff, and guests. TPN successfully spotlighted the Brooks brand in a fun and creative manner, recorded all event content for future use, and energized the team for the upcoming sales and running season.
Testimonials
“I wanted to take a beat and extend my gratitude to all the amazing work that went into bringing the sales meeting to life. This was a huge step change for us, and the impact was palpable. I know we got a lot of credit as an internal team for a job well done, but please know we recognize that it couldn’t have been accomplished without your partnership. Thank YOU ALL for making us look good . The visuals were on point, the energy just felt different and more exciting, and it truly felt like we were showing up in a big way. It felt like we were one team leading into the meeting and over the last few days, and that’s all you can ask for. Again, please extend my thanks to the rest of the team and congrats on a job well done. Hopefully, we can enjoy a couple of days of relaxation before we move onto the next project.” -Brooks Client
“Brooks had been an EVIA client, so this is the first time that TPN got to jump into the ring with Brooks. This was an interesting way to merge the EVIA and TPN worlds.” -TPN Team Member
