Badlands stands as one of Europe’s most iconic ultra-distance gravel events: a 800 km journey across the wild terrains of southern Spain, where riders take on the desert, the mountains, and the Mediterranean heat.
In 2025, our team was on the ground for full race coverage, following the riders and delivering daily updates across the official Badlands social media channels. From sunrise departures to late-night checkpoints, we captured the raw beauty and intensity of one of gravel’s toughest races.
Velocio
Beyond the race course, we activated for Velocio, the official sponsor of Badlands . Across the pre-race expo, we transformed the booth into a space for athletes and guests alike. We hosting a social ride, serving specialty coffee, and crafting the now-signature Velocio affogatos that quickly became a crowd favorite.
The booth also featured an exclusive Badlands jersey, available only at the event, which riders could personalize with custom patches through on-site heat stamping
During the race itself, Velocio’s presence extended beyond the start line. We installed branded mirrors at key points along the route. Unexpected brand touchpoints that offered riders a moment of reflection, encouragement, and brand engagement deep in the race.
From the dust of the desert to the energy of the expo, our work brought together storytelling, activation, and community. Capturing the essence of Badlands and the riders who make it legendary.
