We developed a new visual identity for the Gatchina Half Marathon and built the campaign around the phrase Gatchina Runs. The idea later became a documentary film of the same name, which reached more than 100,000 views.

I came up with a running competition inspired by the hockey league system, where teams competed against each other throughout the season. More than 5,000 runners joined the community during the campaign, and the competition gave people a reason not only to run, but to follow the results and see who would win.

I developed a series of collaborations for Die Hard, from performance and casual apparel to backpacks, coffee and beer. By bringing together brands with overlapping communities, the collaborations helped Die Hard reach new audiences and generated direct revenue.

Together with the club’s founder I repositioned Begovoy Monastyr to make it relevant to a new generation of runners and attractive to sponsors. We developed a new identity, visual approach and content strategy, and brought new partners on board, including Nike. Within half a season, the club doubled its audience and reach.

During lockdown, we invited people to stay active every day for a month — running, cycling, doing yoga or working out at home. We created calendars, posters, crosswords, race numbers and other playful tools to keep the community engaged. Around 1,000 people joined the challenge, with 547 completing all 30 days.

I wanted to take INOV8 beyond social media, so we created a real trail race — muddy, raw and authentic. Around 300 runners joined the first event, turning the brand from something people saw online into something they could experience for themselves.

Together with the brand’s founder, I came up with the idea of a running relay from one lighthouse to another. What started as a 90 km route later grew to 200 km, bringing together runners, influencers and celebrities and attracting thousands of people who followed the relay. The event jersey also became a popular product of its own.