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CLIENT
STRAVA
YEAR
2022
ROLE
CONCEPT
DEVELOPMENT
DESIGN
ART DIRECTION
WEB DESIGN
SOCIAL MEDIA
The women are back.
After 30 years, the Amaury Sports Organization finally reintroduced the official Tour de France Femmes avec Zwift. Prior to this, women were not invited to compete in the famed cycling race further diminishing the value of women in sport. With the reintroduction of the race, Strava launched it’s Strive for More program, a commitment to promote and support women in movement & sport. We called on the entire community to join the pursuit of more equity, more inclusion and more women in sports.
I partnered with fellow designer Robyn Do to create a 360 campaign to launch the Strive for More program. We created assets across paid and organic social, web, in-app experiences, print and more to bring the mission to life. The brief was brought to us with urgency and we executed with excellence a thoughtful and cohesive campaign reinforcing a powerful message.
THE CHALLENGE
In order to activate its community, Strava hosted the #StriveForMore challenge with a collective goal of completing 144,000 hours of activity to support the 144 women riders competing in the Tour de France Femmes avec Zwift.
I designed emails and in-app experiences for both mobile and web to drive members to the challenge page with additional campaign creative. The result was a cohesive and inspiring experience from start to finish.
Social media was a powerful tool in amplifying the Strive for More message. We leveraged the hashtag #StriveForMore on both paid and organic social content and shared a social toolkit with anyone who signed our pledge. We partnered with professional athletes like Kate Courtney, Lizzie Deignan, and Anna van der Breggen to lead the charge in showing their journey from young aspiring athletes to the decorated stars they’ve become today — which could never have happened without access to the starting line.
THE STRIVE FOR MORE LANDING PAGE
GLOBAL IMPACT
It was important that this campaign reach Strava’s global audience, so the creative assets were localized in 22 different languages. In order to maximize reach, the hashtag remained in English while the tagline was translated across a wide range of regions. This posed an interesting challenge for type-driven design so we took extra care to ensure that every asset looked great for every translation.
The overall goal of this creative is to motivate, inspire, and activate women athletes of every sport, at any skill level, across the globe. The designs are grounded in bold, impactful typography and rely on striking imagery of women at the height of athletic effort to drive home the message that we are striving and we have earned our place at the start line.
PRESS COVERAGE: CNN, BUSTLE, FORTUNE, POPSUGAR, ENDURANCE.BIZ