RunnerForyou.

RunnerForyou grew out of an experience shared by many runners: finding the motivation to train and feeling part of a community.

Running demands consistency, and motivation does not always keep up. The starting point was to understand from the inside what drives a person to train, push themselves and feel part of something bigger. The project turned that connection into products and a brand of its own.

RunnerForyou was a start-up offering motivational products for runners. I developed the brand, its product proposition and its online sales.

• Brand: an identity designed for the running community.
• Product: items that reminded runners why they run.
• Online sales: the first channel to reach the community.

The project started with its own brand and online sales. A distribution agreement with Intersport stores then took the products into physical retail as well.

Moving into physical stores raises the bar: product, image and sales arguments have to work without the brand being there to explain them.

The venture brought together product, communication, partnerships and distribution. Everything revolved around the same idea: a brand made by runners, for runners.

We also arranged a sponsorship agreement with runner Paula González Berodia, which included products featuring her image.

As founder and director of RunnerForyou, I took the project from the initial idea all the way to the point of sale:

• Brand and product proposition.
• Online sales.
• Distribution in Intersport stores.
• Partnerships and sponsorship with athletes.