Segment Stories
Bringing the Strava Segments feature to life across a YouTube series
Chasing segments
Ask any athlete why they’re on Strava, and you can almost guarantee they’ll respond with segments. It’s the longstanding feature that turns your local climb or route into a race—every time.
Our task was to bring segments to life for YouTube’s sports and fitness audience. We’d use real Strava users with real stories and amazing athletes who have built connections to their favourite segments to do this.
Going global
Strava is a worldwide phenomenon, so this project had to reflect its global reach.
London to Tokyo, Brazil to the US, every corner of Strava’s audience was covered. But what does that look like in reality for a Scottish-based creative agency?
Taking an all-under-one-roof approach to the creative, storytelling and production allowed us to utilise local production teams in each country to minimise our carbon footprint while maintaining consistency across the series for Strava.
Each story would resonate with Strava users. Whether segments held a great name or were identified by features like a lamp post start, these stories were made for Strava’s close-knit community.
The final series
Across four episodes on YouTube, we celebrated the everyday athletes and their connections to segments on Strava.
Featured on the Strava app and with over 2 million combined views, the content captured the imaginations of Strava’s audience as hoped.
Any person can be an athlete, and every athlete has a story. As long as there are athletes, we’ll have stories to tell.
