USA Youth Triathlon: Social Content Concept — Victor Santos // Creative Director

USA YOUTH triathlon social content

strategy & CREATIVE DIRECTION

In recent years, the USA Youth Triathlon has faced challenges with connecting with young athletes across the U.S. They were looking for a partner to help elevate their digital strategy and bring a new approach to their recruitment strategies and brand direction.

CHANNELS: Instagram, Facebook

Note: Due to the COVID-19 pandemic, this campaign was canceled.

changing the face of youth athletics

Previously, the USA Youth Triathlon struggled with retaining athletes when they hit their teens. They were battling a perception that the Youth Triathlon was only for children and not a serious competition. Our proposed solution was to elevate engaged teen athletes and share their stories. By treating them like stars, we would build a following based on real athletes, entertainment, and community. As part of this restructure we proposed a shift in brand approach that felt serious and inspired while retaining a personal quality.

sharing personal stories.

Athlete stories were the center of the campaign. With access to hundreds of inspirational stories, we would develop digestible Instagram carousels for each athlete. The personal feel and polished touch to this creative would be just one of the ways to keep followers engaged for years to come.