Segment Stories
Strava Segments aren’t just about data, they’re about belonging
The challenge
Ask any athlete why they’re on Strava, and you can almost guarantee they’ll respond with one word: segments. This long-standing feature turns local climbs and routes into races every single time. Our task was to bring segments to life for YouTube’s sports and fitness audience, boosting Strava’s awareness and credibility with a broader audience.
The insight
Segments are the heart of the Strava experience. They connect everyday athletes with their surroundings, creating personal challenges and friendly rivalries. By telling the stories of real Strava users who have built deep connections with their favourite segments, we could create a campaign that resonated with Strava’s passionate community while engaging new audiences.
The game plan
To highlight Strava’s global reach, we shared the stories of real athletes from around the world—from London to Tokyo, Brazil to the US. By combining local production with a unified creative approach, we kept a consistent voice while reducing our carbon footprint. Each story celebrated what made each segment unique—its name, location, or emotional meaning.
Bringing it to life
We developed a global storytelling concept that followed real Strava athletes from diverse parts of the world, capturing their unique experiences through segments in a four-part YouTube series. Each story was built to speak directly to Strava’s core community, while also opening the door to a wider audience of everyday runners, riders, and explorers.
The results
Four compelling YouTube episodes showcased the power of Strava’s segments feature, racking up over 2 million views and significantly boosting brand reach. Featured prominently in the Strava app, the series drove higher user engagement and reinforced Strava’s position as the go-to platform for athletes worldwide.
The extra mile
By celebrating the everyday athlete and their connection to segments, we captured the essence of Strava in a way that not only answered the brief but felt inspiring. Any person can be an athlete, and every athlete has a story. As long as there are athletes, we’ll have stories to tell.
