Oakley Radar Pace is “the voice in your ear”, helping athletes push past plateau moments in a workout, using real-time feedback.
We created a social campaign that targets the everyday athlete. We focussed on 2 seperate moments when an athlete is at their limit and reaching their maximum - but with the help of the Oakley Radar Pace they're able to reach new heights, pushing further and running longer.
We built out the narratives further, taking a mobile first approach to social content, utilising vertical video formats.
We also partnered with Strava, utilising their brand challenge platform to run the Oakley Radar Pace: 100 - a one month challenge inviting Strava athletes to run 100km and earn themselves a finisher’s badge and prize. Over 98K athletes signed up, with nearly 50% completing the challenge, with 11.2M total kilometres ran - the equivalent of 280 trips around the equator. The brand challenge also helped raise the profile of Oakley’s Strava club, with nearly 10K new members joining since the challenge launch.
The stills and the vertical videos were shared organically and through paid-posts across Instagram and Facebook, teasing the narratives of our hero films directed by Stink’s Tom Green. Watch the films below.