Creative PARTNERS

Connecting the brand to running communities across Europe

Challenge
BUFF® needed to reinforce the brand’s presence in urban environments by connecting with running communities in major European cities and creating energy around the launch of a new product range.

Approach and Creative Response
The project began with an in depth education phase to help BUFF® understand the history, culture, and codes of running crews. From there, we established a strategic framework to identify the most relevant communities across Europe for the brand to collaborate with. This led to direct connections with local crews, the development of genuine relationships, and the creation of event concepts tailored to each city.

We organised the tour, produced content for every stop and amplified the entire experience on Strava, from registration moments to custom challenges and dedicated storytelling. The tour visited 9 cities and running crews in Chamonix, Milan, Salzburg, Berlin, Zurich, Paris, Amsterdam, London, and Barcelona.

We also used this opportunity to relaunch the BUFF® Club on Strava to engage and connect with running communities through events, challenges, and curated highlights. The operation included internal workshops, platform and content strategy, an action plan, content creation, and community management to help the brand develop a strong and consistent presence on the platform.