{"id":21661,"date":"2024-10-30T00:19:55","date_gmt":"2024-10-30T00:19:55","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21661"},"modified":"2024-10-30T00:19:56","modified_gmt":"2024-10-30T00:19:56","slug":"this-fall-marathon-season-some-brands-are-sprinting-to-strava","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21661","title":{"rendered":"This fall marathon season, some brands are sprinting to Strava"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-58446f3e-12 zHahJ\">Fall is for spooky movies, comfy sweaters, and hot apple cider. Oh, and marathon training.<\/p>\n<p class=\"dist__StyledText-sc-58446f3e-12 zHahJ\">With the Chicago Marathon in October and the New York City and Philadelphia Marathons in November, to name a few, it\u2019s a big season for running brands, according to Zipporah Allen, chief business officer of exercise tracking app Strava. And it\u2019s also a big time for Strava, which has become a must-use resource for many runners in training (and, perhaps, athletes looking to show off their exercise habits to friends).<\/p>\n<p class=\"dist__StyledText-sc-58446f3e-12 zHahJ\">As the app gains popularity, especially among younger runners, the platform has grown into a marketing vehicle for brands looking to reach a young and engaged audience. Allen\u2019s team works closely with partners to co-create activations including branded run clubs, and brands like Chipotle, Cash App, and Adidas have worked with the platform to sponsor challenges that invite users to compete to cover a certain amount of distance, time, or number of activities.<\/p>\n<p class=\"dist__StyledText-sc-58446f3e-12 zHahJ\">\u201cEvery brand wants to recruit that next generation\u2026and we\u2019re seeing that population come to Strava,\u201d Allen told Marketing Brew. \u201cOur fastest-growing cohort on Strava is Gen Z. They are uploading runs, in particular, at a much faster rate than any other generation that is on Strava right now, so I think there\u2019s a cultural thing happening where we are where the consumer is right now.\u201d<\/p>\n<h2 class=\"dist__StyledText-sc-58446f3e-12 iXLyLj\">Running of the brands<\/h2>\n<p class=\"dist__StyledText-sc-58446f3e-12 zHahJ\">When Strava first started striking up brand partnerships in 2011, it mainly attracted running and cycling brands, Allen said. Lately, though, the list of brands activating on the app has expanded beyond endemic sports companies, reflecting a trend that\u2019s been picking up steam across sports.<\/p>\n<p class=\"dist__StyledText-sc-58446f3e-12 zHahJ\">Earlier this year, Chipotle partnered with Strava after finding out that almost 70% of its customers who are runners said they\u2019re \u201clikely or very likely\u201d to eat at the chain after training for a race, according to Stephanie Perdue, VP of brand marketing at Chipotle. The result was \u201cChipotle segments,\u201d or portions of trails that end outside of Chipotle restaurants, in six key markets. There was also a giveaway component: \u201cLocal Legends,\u201d aka Strava users who completed those segments more than any other athlete got free Chipotle for a year.<\/p>\n<p class=\"dist__StyledText-sc-58446f3e-12 zHahJ\">At the start of 2024, Chipotle set up a \u201cNo Quitters Challenge\u201d timed to the second Friday in January (aka Quitters Day) when people are likely to abandon their New Year\u2019s resolutions, giving Strava users who logged at least two 20-minute workouts per week from January 15 to January 28 a free side of guac. More than 190,000 athletes competed, logging more than 9.25 million miles, Perdue said in an email.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-b0c0fc32-1 CuWWT inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-fdc976c-0 iTWzCH dtoEFc\">\n<h5 class=\"dist__StyledText-sc-58446f3e-12 ihCJdN inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-58446f3e-12 dYyRKJ inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-58446f3e-12 zHahJ\">\u201cWe were amazed by the passion for Chipotle from the Strava community,\u201d she said.<\/p>\n<p class=\"dist__StyledText-sc-58446f3e-12 zHahJ\">Cash App has recently taken advantage of Strava\u2019s sponsored challenge option with a \u201cHealth is Wealth\u201d challenge, which gives users who complete 45 miles of running, walking, or wheelchair activity in 45 days from September 27 to November 10 the chance to win $450 through Cash App, CMO Catherine Ferdon said.<\/p>\n<p class=\"dist__StyledText-sc-58446f3e-12 zHahJ\">\u201cWe\u2019ve been thrilled with the engagement on that so far,\u201d Ferdon told us in late October, a few weeks into the campaign. \u201cIt\u2019s taken off like wildfire.\u201d<\/p>\n<p class=\"dist__StyledText-sc-58446f3e-12 zHahJ\">Adidas, meanwhile, is currently challenging people to run for a little longer than 45 minutes. To tie into the fall marathon season, the athletic apparel brand worked with Strava to create a sponsored \u201cBest Efforts 26.2 Challenge\u201d for users who complete a marathon distance, Allen said. Winners will get a customized print of their marathon route. It seems to be a well-tested approach for Adidas, whose marathon-linked challenges with Strava in recent years each saw about 16,000 participants.<\/p>\n<h2 class=\"dist__StyledText-sc-58446f3e-12 iXLyLj\">\u201cSpeed of culture\u201d<\/h2>\n<p class=\"dist__StyledText-sc-58446f3e-12 zHahJ\">In addition to its Gen Z-heavy user base, Allen said user engagement and Strava\u2019s own brand positioning\u2014inclusive, but with \u201cwit and swagger\u201d\u2014can be selling points for advertisers.<\/p>\n<p class=\"dist__StyledText-sc-58446f3e-12 zHahJ\">Unlike some other social apps, \u201cit\u2019s not a passive thing where you\u2019re scrolling,\u201d she said. \u201cStrava is a place where you come to do things, and you feel like the brand is participating with you.\u201d<\/p>\n<p class=\"dist__StyledText-sc-58446f3e-12 zHahJ\">Through its brand partnership and its own marketing, Allen said she hopes to keep Strava \u201cmoving at the speed of culture\u201d while maintaining a sense of authenticity.<\/p>\n<p class=\"dist__StyledText-sc-58446f3e-12 zHahJ\">Fall marathon season is a period of high engagement for the brand, and Allen said that 60% of finishers of the World Marathon Majors so far this year have uploaded their runs to Strava, including John Korir, this year\u2019s Chicago Marathon men\u2019s champion. Strava also shows up at some of the majors in person, including with a cheer station at Mile 8 of the New York City Marathon on November 3, and by supporting run clubs whose members may be competing, she said. Leading up to the race, Strava gave bibs to four winners selected as part of a challenge hosted in partnership with New Balance and SoulCycle.<\/p>\n<p class=\"dist__StyledText-sc-58446f3e-12 zHahJ\">\u201cWe want to be that encouraging, sort of coach, best friend to our community,\u201d Allen said. \u201cWe\u2019ve intentionally made this shift to be just a little bit more fun and not take ourselves so seriously\u2026We want to celebrate all those different types of achievement.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2024\/10\/29\/fall-marathon-season-brands-strava?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fall is for spooky movies, comfy sweaters, and hot apple cider. Oh, and marathon training. With the Chicago Marathon in October and the New York City and Philadelphia Marathons in November, to name a few, it\u2019s a big season for running brands, according to Zipporah Allen, chief business officer of exercise tracking app Strava. And [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21662,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21661","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>This fall marathon season, some brands are sprinting to Strava | Brandiary<\/title>\n<meta name=\"description\" content=\"Fall is for spooky movies, comfy sweaters, and hot apple cider. 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