PACER
Building community from the ground up: how we leveraged local engagement and cross-functional strategy to launch the Pacer collection — and sell through 70% in just 90 days.
THE LAUNCH
When launching the Pacer collection, we knew the key to success was tapping into the local running community in an authentic way. We centered the campaign around Chari Hawkins, a US Olympian, who brought credibility and energy to our messaging. As the face of the product, Chari’s collaboration on organic content not only validated the frames but also aligned with our community-driven approach.
We set the stage early by attending a local half marathon, where we released the sunglasses exclusively to runners. This pre-hype event generated $12K in sales from a $2K investment and sparked social buzz as athletes tagged us post-race — proof that firsthand product experiences can drive word-of-mouth.
Austin, Texas
COMMUNITY
FIRST
On launch day, we leaned into local connections, partnering with five run clubs and 15 athletes/community leaders to amplify our message. Focusing on key retail markets (Austin and San Diego), we hosted events, gifted product, and encouraged authentic social sharing. Our cross-functional approach ensured that creative, retail, and community teams were aligned, creating a seamless campaign from pre-launch to post-launch.
The results? 50K+ social growth, highly engaged user-generated content, and 70% of the collection sold through in just 90 days. The Pacer campaign proved that combining community partnerships, targeted local engagement, and strategic storytelling is the formula for building excitement — and moving product.