Brooks Running Expanded Partnerships Into Team Sports
The athletic brand has signed new deals with professional athletes and teams to increase its visibility beyond the track.
Updated on Sept. 22, 2026 in Running
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Brooks Running has shifted its marketing strategy by securing sponsorship and ambassador agreements with professional team sports organizations and individual athletes. This expansion comes as the company reports double-digit revenue growth in the first half of 2026.
Why it matters
By partnering with established team sports entities, the company aims to reach broader audiences without the overhead costs of developing specialized performance equipment. This strategy allows the brand to capitalize on existing fan bases through stadium and digital presence.
Brooks Running reported a 14 percent increase in total revenue during the first half of 2026, alongside a 71 percent surge in trail footwear sales and 19 percent growth for the Adrenaline GTS franchise in the second quarter.
The players
Brooks Running
A Seattle-based athletic footwear and apparel company known for performance running shoes like the Adrenaline GTS.
Cooper Kupp
A professional football player and newly named global brand ambassador for Brooks.
Crystal Palace FC
A professional football club based in London that entered a multi-year sponsorship deal with the brand.
Seattle Seahawks
A professional football team that appointed Brooks Running as its Official Running Partner.
The details
The company secures brand presence through stadium signage, digital displays, and media backdrops, rather than by supplying technical equipment or performance kits. Brand ambassadors, including professional football players, will participate in content creation and storytelling campaigns to drive engagement. This approach focuses on off-ice or off-field performance branding to capture interest from the larger professional sports market.
Timeline
August 27, 2026: Brooks Running signed a multi-year sponsorship agreement with Crystal Palace FC.
September 8, 2026: Brooks named three global brand ambassadors and became the Official Running Partner of the Seattle Seahawks.
September 22, 2026: Brooks presented updated market data during its investor day.
Health Landscape
This move represents a strategic pivot toward integrating performance branding within the professional team sports market. It follows a period of growth that highlights rising consumer demand for both specialized trail products and established performance-running mainstays.
While these partnerships focus on brand awareness, they underscore the company's commitment to supporting broader athletic activity and movement. For those interested in their own performance footwear, it remains essential to prioritize shoes that match your personal gait and training surface.
The takeaway
Brooks is leveraging its recent double-digit growth to embed itself into the team sports ecosystem through marketing rather than equipment supply. Runners can continue to evaluate their footwear needs independently, focusing on the specialized models that best support their unique training volume.
Further reading
For more on the latest developments in athletic gear and market trends, visit the Running section.
Source note: This article includes information reported by Sporting Goods Intelligence.
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