Project overview

Segments made Strava famous with cyclists and runners. Carving up routes into leaderboards is a kind of addictive magic. It can turn even the loneliest ride into a race. The fastest effort on each segment earns a KOM or QOM crown. Over the years, these times have got faster and faster - to the point of being out of sight for most of us.

We worked with Strava to inject new life back into the leaderboards, with a new feature: Local Legends. Local Legends puts a fresh spin on segments. The laurel crown is earned by grit and grind - the most efforts during a 90-day rolling window, rather than the fastest times.

Through the ages, civilisations have toiled to preserve the memory of sporting legends. We have chiselled their likenesses. Erected monuments. Spared no pomp and pageantry. Raised jerseys to the rafters. We borrowed the grandiose air of these traditions to build a fun, game-like feel for the launch.

Announced during worldwide COVID-19 restrictions, we felt the feature had a strong connection with new behaviours. As athletes’ worlds shrank a little, and they were left to pound the same local paths more often, we were proud to help add a new motivation.

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