Case Study: 007

Brand: La Sportiva

Date: 2022

Role: Brand Strategy and Direction

Project: Digital Content Campaign

 
 
 

Climbing is seeing explosive growth coming out of the global pandemic. New climbers are entering the sport—in search of experience and community.

 
 
 
 

Brand Position

LaSportiva makes the best technical footwear for climbing. Connecting climbers of all abilities and experience through community and the outdoors.

 
 
 

Strategic Insights

Climbing gyms are increasing access to climbing, shifting the demographic make-up of the sport and community. Audience insights from the American Alpine Club show that new climbers are young and urban dwelling.


31% < 25 years of age

80% Climbing gyms are located in metropolitan areas

 
 

Digital First Approach

To reach new climbers, the campaign is led with community driven social content. Activating LaSportiva athletes and brand partners—all leading conversion to LaSportiva dot com.

 
 
 
 

Brand Partners

Authentic and relevant–La Sportiva athletes and brand partners reflect the future direction of the climbing community.

 
 
 
 

Seasonal Content

For climbers by climbers. Seasonal content is story driven with a focus on connectedness through community and nature.

 
 

Photography & Direction: Vivian Kim