CAse study
Humans before athletes at the Leadville Race Series
How Verde’s athlete ambassadors brought the Leadville Race Series to life through their personal journeys
Overview
The landscape of endurance sports marketing is evolving. With athletes and fans alike seeking genuine experiences and credible voices, traditional sponsorships are no longer enough. Participants and followers of endurance events are looking for authentic stories and trusted recommendations from individuals who not only compete but live the values of perseverance and adventure. Recognizing this shift, Verde PR partnered with the Leadville Race Series and its athlete ambassadors, including skier, ultrarunner and mental health advocate Drew Petersen and Lakota skier and filmaker Connor Ryan. Together, they created content that resonated deeply within and beyond the ultrarunning community, driving engagement and building trust in the Leadville brand.
Tactics
Verde PR collaborated with the Leadville Race Series to weave the personal journeys and the challenges faced by Petersen and Ryan into a broader narrative of endurance, mental health, and cultural identity. The partnership focused on:
Personal Stories: Athletes like Drew Petersen and Connor Ryan shared their experiences, from Drew’s journey with mental health during the grueling Leadville 100 to Connor’s cultural connection to the land as an Indigenous runner. These stories provided a powerful context for their participation in the race series, making the content relatable and inspiring for the audience.
Real-World Application: Through race footage, training insights, and post-race reflections, these athletes demonstrated not just their physical endurance but also how the challenges they overcame in life equipped them for the Leadville Race Series. This included Drew’s discussions on mental resilience and Connor’s exploration of his heritage through running.
Audience Engagement: Through interviews, social media takeovers, and interactive content, the athletes engaged directly with the Leadville community, answering questions and sharing advice on both the physical and mental aspects of endurance running. Their open, honest communication built a strong rapport with fans who value authenticity and depth in elite athletes.
During the Leadville Race Series, Drew Petersen and Connor Ryan exemplified how the race was more than just a physical challenge—it was a platform to explore deeper personal and cultural narratives. Their stories, combined with their athletic achievements, created a compelling and relatable connection with their audience, elevating both their personal brands and the Leadville Race Series as a whole.
Impact at a glance
85 Pieces of Coverage: Extensive media exposure across a wide variety of media platforms.
3.4M Estimated Views: Massive audience reach and visibility.
417M Audience: Impressive total audience across all media outlets.
20.1K Engagements: Strong interaction and community involvement.
750 Instagram Comments: High engagement through active discussions on Instagram.
19K Instagram Likes: Significant positive feedback and approval on social media.
5.73M Instagram Followers: Broad reach via influential athlete accounts.
350 Social Shares: Widely shared content amplifying brand awareness.
Athlete content and media coverage highlights
The Results
- Strong engagement with the Leadville Race Series content, highlighted by thousands of interactions on social media, including comments, shares, and discussions centered on the athletes' stories and experiences.
- Increased visibility for the Leadville Race Series and its associated brands, driven by the personal narratives of Drew Petersen and Connor Ryan. Their stories reached a wide audience, resonating with those interested in mental health, cultural identity, and endurance sports.
- Inspiration for new participants to take on the challenge.
- Enhanced social media following for both the Leadville Race Series and the athletes involved, with notable growth in followers and engagement on platforms where their stories were shared. The content fostered a strong sense of community and support among fans and fellow runners.
- High return on investment for the Leadville Race Series through investing in authentic storytelling that not only promoted the event but also aligned with broader conversations on resilience and identity. This approach proved more impactful than traditional advertising methods.