Running gear marketing agency

Running search is dominated by model names and version numbers, and the page structure has to match. Each shoe model gets one page that persists across versions, with the current version selectable, the previous version still buyable while stock lasts, and a section that explains what changed in fit, stack, drop and weight. That page earns the model searches for years and stops the store from starting over each release. Comparison pages between two models the store sells (a daily trainer against a max-cushion shoe, two race shoes) earn the versus queries with real intent.

Spec-led collections (by stack height, by drop, by purpose such as race day, easy days or trail) are built from product data with copy that explains the trade-off. Training and race content (what to buy for a first marathon, a triathlon kit list, a race-week checklist) links to the products the plan calls for. Product pages carry stack, drop, weight, cushioning, width options and the fit note as text, with Product markup per size and color that validates.

Technical notes: the previous version keeps the same URL as the current one, size and color filters stay out of the index, and nutrition pages carry ingredient and allergen text because those queries are searched.

A running feed is an apparel feed with version numbers. Each size, width and color of a shoe is an item in one item group with its own GTIN, and the title reads brand, model, version, gender, purpose and color. Size, gender, age_group and color are required for apparel and footwear in the US feed, and size_system matters when the store sells across Canada and the US. The version belongs in the title and in product_detail so the query for a specific version matches, and the previous version stays in the feed while stock lasts with its own version stated rather than sharing the current version's title.

Wetsuits are sized by height and weight, so size and product_detail carry the chart's terms. Nutrition products carry ingredient and allergen details, and the food and supplement policies apply to any claim on performance, so descriptions state what the product is rather than what it will do to a race time. Availability breaks at size level: popular sizes sell out before a daily feed updates, so the schedule has to be frequent in race season.

Campaigns split by margin and cycle: nutrition and socks in a campaign that accepts a lower return because they repeat through a block, shoes bid to margin with the previous version in its own campaign at clearance, watches and wetsuits in a high-ticket campaign, and free listings on for every size and version.

Running creative works when it is inside the training block. The version change explained by someone who ran both, a long run in the shoe with the pace on screen, a run club's shoe rotation, a triathlete's transition setup laid out, the race-week checklist. Model-launch creative with the previous version still available at a lower price converts both audiences. Nutrition creative that shows the block's worth of gels and how they are used in a long run sells the block rather than the box.

Policy is where fitness and health meet: no before-and-after body imagery, no implication that the viewer is unfit or overweight, and no performance claims for nutrition beyond what the product is. Audiences start with customers and site visitors, then people interested in named races and run clubs in the store's regions, then lookalikes of shoe buyers. UGC from runners and club members needs rights and a check that the shoe shown is the version being sold.

Running email follows the training plan and the race calendar. The post-purchase flow for shoes covers break-in, the rotation the shoe belongs in and the socks and nutrition for the block. The mileage reminder is timed to the shoe bought and the runner's likely weekly volume, landing near the end of the shoe's published life with the same model in the same size, or the new version with the fit change stated. Nutrition reorder runs on the block rhythm rather than monthly.

The race-week flow is the highest-value send in the niche: a checklist for the race the runner told the store about, the essentials with a delivery cut-off, and a good-luck note the day before. Post-race, a recovery and next-race note asks what is next, which resets the plan. Triathlon flows cover wetsuit care and the open-water first swim. Launch flows cover the version change for customers who own the previous version. SMS is used for race-week cut-offs and back-in-stock alerts by size.