Driving running culture
Paris Half 2025: Talented vs Untalented Campaign
Launching the latest HOKA performance product: Cielo X1 2.0 engaging urban running communities
Starting point
At PRIMR✿SE, we thrive alongside sports communities, and few are as vibrant and unpredictable as Jolie Foulée. For Paris Half-marathon, we teamed up with HOKA to launch the Cielo X1 2.0 in a way that captured everything Jolie Foulée represents: energy, fun, and a little bit of chaos.
Challenge
Engaging running communities in a campaign that felt organic, inclusive, and high-energy.
Creative solution
> Campaign strategy & insight: we’re all somebody’s Untalented runner
> Campaign conception
> Creative Direction and design solution
> Video content conception and direction
> Event organisation and creation of merchandising
> Live social content creation
UTMB 2024: Untrailented Runners
A full week of brand activations and trail running
Starting point
UTMB is a week of “rendez-vous” :
> The organizer set up the same week every year, starting with MCC & TDS races on Monday and ending with the biggest race on the last weekend of august.
> The brands – sponsors or not – organize the same events every year at the same timing during the week.
Challenge
How can we and our partners emerge during this busy week in Chamonix ?
Creative solution
We put together, with Jolie Foulée, different rendez-vous :
> Live content on the TDS & OCC races for HOKA / BUFF following Jolie Foulée athletes
> Community run with BUFF with coffee testing at the Untrailented HQ powered by Rebond Coffee
> Hoka Tecton X3 product testing session in Chamonix
> Le rendez-vous des Lumières for Silva & BUFF. The craziest party in Chamonix that week.
> Special dinner for friends & family: la côte de BUFF
Creative PARTNERS 