Case Study

Making news with ambassadors

Getting coverage & uplifting ambassadors

Overview

The state of the media landscape has changed. More and more, editors and publishers are looking at site traffic and clicks and on-page engagement (a newer metric Google is focusing on), but ‘brand stories’ are not as captivating to editors and readers as they once were. The media is looking for truly unique and interesting voices in the outdoor industry. Those who are set on making the outdoors a better place for all and who have disrupted the ‘old guard’ and connecting and finding audiences, readers, and viewers. We have worked with several brands and ambassadors to bring those stories to the forefront and grow our clients audience beyond the core endemic participants.

Tactics

For the Leadville Race Series and Big Sugar Gravel Race we helped connect either brands with athletes and/or media to help give our clients events more exposure in a special more ‘real’ way. A few athletes are working with are:

• Rach McBride - NPR: Endurance sports make a life-changing update for nonbinary athletes

• Marley Blonsky - Washington Post: Focusing on diversity and inclusion, gravel bike racing welcomes all to this sport

• Drew Petersen - Denver Post: Asking for mental health help takes more strength than running 100 miles, ultra-runner says

• Connor Ryan - Trail Run Magazine: Indigenous Skier Connor Ryan Is Ready For Leadville’s Silver Rush 50

Our goal was to help make these events more inclusive and to connect with other audiences.

For Drew and Connor, both accomplished professional skiers, were able to introduce their fans to the Leadville Race Series, their training routines to get ready, and the follow along with their journey of the race and weave in their advocacy for mental health (Drew) and Connor’s advocacy around Indigenous Lands and his approach to training.

For Rach and Marley, they have both help drive more inclusion and understanding for trans and non-binary athletes and have events can evolve and be welcome to all. Marley also works to create more inclusion for plus size athletes on bikes.

Other Coverage:

• Jeffrey Spencer and Finn Spencer - Charles and Hudson: Winging with the Spencer Brothers

The Spencer brothers are up-and-coming athletes helping build the sport of winging, a new wind sport which is much easier than kiteboarding or windsurfing to learn and participate in. We were able to leverage broad market publications to help drive awareness to the sport.