ODLO

Freelance • 2023 & 2024

Using a sports sponsorship to rethink how a brand shows up on sociaL

The Challenge

ODLO’s social strategy was largely focused on product, leaving its sports partnerships and ambassadors underused. The Engadin Skimarathon offered an opportunity to change that and use its sponsorship to build meaningful brand engagement beyond the product.

The Approach

I led ODLO’s first social-first campaign around the Engadin Skimarathon, using the partnership to rethink how the brand showed up on social. Across two years, the approach evolved from building awareness around the event to creating a community-driven training journey.

2023

The first year focused on introducing the event. Daily Reels combined education and entertainment, from explaining the race to following the ambassadors train, building anticipation and giving audiences new reasons to engage with the brand.

Establish the event to a new audience

Showed the ambassadors training with their ODLO kits

History of the ODLO costume at Engadin

The content garnered 178K views across ODLO’s channels and marked a brand shift towards more social-first storytelling and a strategic emphasis on ambassadors, setting the stage for the next Engadin Skimarathon…

to show the event is more than 42 km

with the mission

Building on the momentum in 2023, “More Than 42,” a UGC-driven campaign invited the wider community into the story, with ambassadors leading monthly training challenges. Followers were encouraged to share their own journeys, and hundreds joined in, turning a sponsorship into a participatory social campaign.

2024
 
KICK-off

Fellow outdoor enthusiast and influencer, Dean Tucker, kicked off the “More Than 42” campaign with an introduction of the ODLO ambassadors.

 
Monthly challengeS

Monthly Reels recapped the challenge, UGC highlights from the community and introduced the next training goal, with a final recap shared before the event.

The Final Outcome

Over two years, the Engadin Skimarathon partnership became a platform for more social-first storytelling. It moved ODLO beyond product-led content and towards a more human, social-first approach. The two campaigns generated 300K+ views across ODLO’s channels and helped spark a broader shift in its social and content strategy.

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