Project overview

At the core of Strava’s business, for years, was Premium. A monthly paid-for subscription that gave athletes access to all of Strava’s advanced tools and metrics.

Strava learned, through extensive user analysis, that different types of athlete tend to use some tools and not others. So it made sense to offer smaller service bundles for smaller fees, alongside the full package. Our brief was to work with both Strava’s Product and Brand teams, alongside other external consultants, to shape, name and brand this new product. 

Key to the creative development was finding athlete behaviour that cut across levels. We didn’t want anyone to think “this is too elite for me”. But equally, plenty of pro athletes use Strava. The benefits had to be clear and compelling for them too.

Our insight: every athlete who’s trying to step up, whatever their level, has a goal. From there, we built a naming convention. Goodbye Premium, hello Summit. To get to your summit, a range of specially designed Packs.

Strava’s CEO, James Quarles, put it like this: “Strava is a community of athletes helping each other achieve their goals. 92% of Strava athletes who set goals remain active ten months later. Summit Packs are designed to better tailor and personalise our features to members’ needs. Whether your goal is returning from injury or training for your first marathon, Summit Packs provide the performance tools you need along the way.”

After the initial strategic phase, we partnered with Brand Design to develop the visual language of the new product, then finally the marketing campaign to launch.