The Behobia Treasure.

The challenge: to strengthen Luanvi’s relevance among runners of the Behobia–San Sebastián race and to drive sales of the official merchandise.

Amateur runners are a community with an identity of their own: they take pride in their race and value brands that understand what it means to them. Putting a logo on a shirt was not enough to connect; we had to tell a story the community would feel was theirs.

As Head of Marketing, I led a strategy that linked the story of Jaime Alzugaray, the ‘Behobia Pirate’, with every point of contact between the brand and the runner:

• A short film, ‘The Behobia Treasure’, at the heart of the campaign.
• The launch of the official race shirt.
• Social media, to take the story to the community ahead of the race.
• The race expo, where the story became an experience and a sale.
• Merchandise, so that runners could take a piece of the story home.

These figures reflect the sales recorded at the expo and the use of the shirt among participants who completed the race. The story did more than generate conversation: it translated into products sold and a brand presence at the finish line.

Read the full campaign analysis (in Spanish)

Sport is a field where branding, sponsorship and activation have a direct impact on the business. I worked with a range of sporting communities:

• Valencia Basket: sponsorship activation.
• Valencian Community Football Federation: online sales of the Luanvi ball.
• Popular races: the Valencia Half Marathon and the Behobia–San Sebastián.
• Brand ambassadors: Martín Fiz, Claudio ‘Piojo’ López, Ana Gómez and David Casinos, among others.

At Luanvi, I headed Marketing, Communication and Digital Business. My job was to make sure every piece pointed in the same direction:

• Positioning of the brand in its different markets.
• Content with stories that resonated with fans and athletes.
• Sponsorship activation with commercial objectives.
• Digital business, including online sales.
• Sales support: catalogue management, customer segmentation and targeted campaigns.

Campaigns such as ‘Piojo vuelve a casa’ (Piojo comes home) connected fans’ memories with the brand.

At Luanvi, I led the adaptation of New Balance to the Spanish teamwear market: an exercise in connecting an international brand with the needs of its local market.

Adapting a global brand means respecting its identity while understanding how clubs and teams in each market buy, what they value and what they need.