Advertising commonly depicts running as a chore that, despite being brutally difficult, makes its purveyors stronger and better than those who can't hack it. The Running Superfans campaign for Brooks Running turns this tired, no pain, no gain cliche on its ear with a multi-tiered, distinctive, peer-to-peer look inside serious running that connects with runners on the very thing they love - Running. Print, viral videos, a dedicated microsite, a live musical and an endless list of social media and blogs were used to create this perfect metaphor for the lengths Brooks will go to support runners.