Guide Collective

With International Women's Day falling in the same week as the Guide 7 and Guide 19 colorway releases, we saw an opportunity to do more than a standard product launch. Guide Collective was a brand activation centered on female creatives, influencers, and athletes within the running space — connecting two culturally significant moments into a single, cohesive campaign. I collaborated with the broader brand marketing team on strategy and execution while leading social strategy and execution end to end. The activation drove a measurable uptick in DTC sales for both the Guide 7 and Guide 19, bringing increased visibility to the products and the Saucony site.