Strava

Finding that Strava spirit

Strava’s an app for athletes of all kinds — the obsessives who clock every hill climbed and the ones just out there enjoying the ride. In recent years, the brand voice straddled two worlds – speaking the niche language of its super-users while also taking a broader, more inclusive approach that obscured its special sauce.

Strava needed a sharper articulation of what truly sets it apart and why it matters. So, we stepped into the arena. Working closely with the internal brand team, we did a quick sprint to clarify Strava’s tone and brand messaging. 

BRAND VOICE

KEY COPY

  • Make faster friends.
  • Pressure is power.
  • No spectators allowed.

In search of swag 

Strava wanted its own brand of swag — that undefinable, IYKYK energy that’s perceptible to everyone, but authentic to athletes. We got them out of the locker room and into the streets, broadening Strava’s focus from a predominantly white and male audience to a more diverse, female and socially-engaged one. 

Narrative

What’s in a number? A clock strike, a PR, an age, a distance to go.  A start line, a group climb, a point to prove, a friend to beat. They say you measure what matters. In our world, movement matters.

It’s what gets us out of our heads, into our bodies, and with our people. It’s the difference between being alive and feeling alive.

In a lifetime of numbers, there’s one community you can always count on. Where seconds crown royalty. Where persistence forges legends. Where one run inspires a hundred more.

So yeah, there’s power in numbers.

10 billion adventures tracked.

100 million teammates at your back.

24 hours a day to make it all count.

Strava. Where the world moves.

Making it count 

Two of the app’s central strengths guided us: Strava offers an insightful record of active life, and creates a sense of belonging within a community of athletes. We built a brand voice inspired by the U.S. women’s national soccer team — channeling their grit, wit and camaraderie to create a tone that challenges athletes while cheering them on. 

A final word.

Every great marathon starts with a sprint. 

Credits

Nimble: Carissa Justice - Creative Director, Pamela Henman - Senior Brand Writer, Mouzel Manugas - Copywriter, Caroline Gregory - Project Manager

Strava: Khoi Phan - Executive Creative Director, Sofia Morales - Group Lead, Brand Marketing & Strategy, Emma Glazer - Senior Director, Audience Marketing, Katie Friedlander - Senior Ops