Athletic Affair connects people, brands and collectives around sport. Together, we curate and develop projects to have a better impact on our planet and society.
Velocio asked us to design some activations for the race as they are sponsors of Badlands and after a few feasible ideas for the organization, we came up with a road map for the brand.
Our goal was not just to be visible during the race, but also to embrace Badlands and to start a warm-up before the race.
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We produced a podcast to run before the race with Velocio’s ambassadors who did the race in the past, to talk about their experience and share with the audience what Badlands means and what they were expecting for the 2023 edition.
The podcast was mainly digital content but two of them were live, the first one with Ulrich in Girona and the second live in Granada in front of the riders. We didn’t want to miss the opportunity to mix the digital side of the podcast with the live side with a live audience and real-time feedback from them to create a unique experience and content.
If you didn’t listened here is the page for the episodes:
This year, was a new chapter for Badlands, organizing some warm-up activities the days before the start of the race, having a physical corner for the brand we decided to expose some of Velocio’s collection, do our second chapter live for the podcast and show a unique present for all riders… a limited edition Badlands x Velocio’s jersey
But if we believe Badlands is a unique and different gravel race, we need to show it to the world, so from the start we were running another action with Velocio, a live journal of the race.
We decided to produce a live journal not to explain the race, our live journal was more focused to discover the unknown of Badlands, the magic scenario of the course, the little towns that were cheering the riders and finding unique people around the journey to share race moments with.
Three chapters that we will produce following the race and we will always remember; chatting and sharing the moments with local people made the race even more special for us. We invite you to watch it properly and enjoy as we did.
A business project that we move to a personal experience, sharing with the brand, with riders and organisers more than just a project, hope you like it as we did doing it for you.
Road to Badlands with Velocio
Great work! :D