Saucony partnered with HarrisX to conduct original research into people’s scrolling habits. HarrisX surveyed~1,000 individuals across key global markets, to quantify how much screen time is displacing physical activity.The findings were eye-opening: The average person scrolls 78 miles (125 km) per year, the equivalent of running 3 marathons. ​

This insight became the creative catalyst for the Marathumb Challenge, developed by Doner and supported by KWT Global, Wolfgang Studios, and Huncwot. The campaign centered on a custom-built app that tracked users’ screen time and physical activity, rewarding those who "moved more than they scrolled" with exclusive Saucony merchandise. Users could share progress on social media, tag Saucony, and join a 6 week challenge that ran alongside the Ride 17 launch on January 22, 2024. The campaign was executed across digital, social, retail, e-commerce, and OOH channels in the U.S., U.K., Canada, France, Sweden, Italy, and Australia.​

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