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Your audience isn’t sitting still. They’re moving.

Project Details
Strava isn’t just an app, it’s the world’s largest athletic community.
150 million athletes. 185 countries. One place to connect, compete, and push your limits. From Saturday park runners to Olympic gold medallists, this is where athletes live. And for brands, it’s not about interrupting that experience it’s about integrating into it. 
Something Familiar partnered with Strava to demonstrate how brands do just that. Not through ads, but through challenges.
sector
Health & Fitness, Technology, Social Media
Services
Campaign Film, Creative Strategy, Motion Design, Paid Social, Script Writing
ABOVE
Strava's campaign film.

Strava’s Sponsored Challenges aren’t ads. They’re encouragement.

They let brands show up in a way that honours effort, supports progress, and builds real connections through rewards that athletes truly value. Our job? Help marketers understand what it means to earn attention on a platform built on authenticity.

Strava is 100% real. You can’t fake your way into this feed. So we didn’t make another brand awareness ad. We built something that moved.

A creative campaign film, with visual and motion language rooted in real UI, real data and real people. And a suite of paid social assets to support the rollout across various platforms. From Meta, Linkedin, connected TV and even Cannes Lions International Festival of Creativity.

Above
From first draft, to final cut.
ABOVE
Motion elements track, pulse and accelerate to reflect the movement of real athletes and the momentum of the brand.

Our approach

We built the campaign around a simple truth: brands’ audiences aren’t sitting still, they’re moving. This insight guided us from script to screen to social. It gave us a way to speak to marketers with the same energy that drives athletes on Strava every single day.

We showed real athletes, first-timers and pros alike. Because every effort counts.
We highlighted the power of community, as progress is rarely a solo act. And we treated data as more than numbers, the proof of movement, motivation, and momentum. Because Strava isn’t just a place to log workouts. It’s where people feel seen, supported, and part of something bigger.

Bringing it to life

Together with our paid media partners – Bind Media, we took this to the brands who needed to hear it. Fitness, FMCG, and lifestyle brands in the EU and US who are looking for better ways to show up. We kept it simple, backed by facts: 40 million activities a week. 10 billion kudos in a year. 104% increase in brand recall. 35% rise in purchase intent. A fast-growing community of Gen Z, women, and new athletes. These are Strava’s people. Active achievers. Social, switched on, and up for a challenge.

The result

This wasn’t about selling a product. It was about showing the legit reasons why Strava should be seen as a core advertising channel. No filler and no fluff, just the truth behind why people show up and why brands should too.

Because if it’s not on Strava, did it even happen?

“
Working with Something Familiar has been a fantastic experience, they’ve truly felt like an extension of our internal team. Their creative work across several projects has been consistently great quality, and we’ve been really pleased with the results.
Jonny Ross
Global Marketing Lead
Strava
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