We developed a new product platform for Brooks Running, empowering the brand to authentically engage in the then-emerging minimalist running movement. Pure Project leaned on the core strength of the Brooks brand in biomechanics and technology, yet leveraged a light and structure-free frame—providing runners (and the industry) with a new platform for lightweight technical running. Within its first 6 months, Pure Project gained 33% of the market share in minimal running, and Brooks rose to claim over 50% of the specialty running market overall.