Dropping “tracks” & setting the pace for gravel running in Canada.
When Salomon was looking to amplify its global gravel campaign locally across Canada, they asked us to create and lead the gravel movement while bringing Canadian runners together with Salomon in authentic, experience-driven activations. Our answer: The Setlist. This seven-city tour built momentum and anticipation across the country as it teased “tracks” to be dropped, secret musical performances to follow, one-of-a-kind merch, curated playlists to enjoy along the way, and a chance to experience gravel in way that only Salomon could pull off.
Strategy in stride
Understanding the nuances of gravel runners is, well, nuanced. Runners aren’t just looking for the best shoe any more, they are looking for a brand that reflects their ideas and culture and connects them to a wider community. That community component was the foundation in building this plan. Everyone can be a gravel runner, versatility is at the core of the sport. But broadcasting to everyone isn’t viable or effective. Instead, we worked with local running communities to embed messaging authentically and let hype build organically.
Tease. Drop. Deliver.
The true artistry of this campaign came through in the communication. Revealing details in a measured pace. The Announcement. The Tease. The Drop. The Event. The After. With the local Salomon teams as boots on the ground, we brought to life a blend of music and running, urban and wild, excitement and anticipation, with perfectly punctuated drops along the way building momentum.
The Announcement
The Announcement phase introduced the campaign to the world, nudging “follow” behavior and piquing curiosity at a national scale. This was executed across paid social promos, Salomon’s email distribution targeting, and local Canadian Gravel ambassadors.
The Tease
Shifting from a national to a local focus, The Tease phase tied in an emotional-ownership component, making locals feel chosen as their cities were “picked.” Continuing to build anticipation without quite satiating it, The Tease phase primed the reveal as The Drop became imminent. Creative aligned with Salomon’s global brand identity, but we spliced in Canadian flare and local knowledge through art direction, typography, and wildlife, choosing city-specific animal-DJs like the beloved MTL “trash panda”.
The Drop
The buildup is over, we drop the “track” and get ready to press play. This is the moment we converted anticipation into action. Details on when and where to meet were revealed, and the only way to discover the last surprise was to run and find out what musical act was waiting at the finish line.
The Event
Showcasing runners, venues, vibes, the right shoes on the right routes: this is when everything goes from hypothetical to unbelievable. Forget hype, this is a legit event that puts gravel on the map in their town, and people are talking about it long after. The “you had to be there” energy is high-to-very-high, and content creation comes with the territory.
The After
In this final phase, attendees become advocates, stories become sharable, and the day’s superstars are the town’s own run clubs, DJ, and venues. Everyone has the tools, the swag, and the stories to keep the vibe alive.
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