Currently leading brand strategy and creative at Tracksmith, a digital first startup running brand. Driving to create a movement in running using non-traditional marketing—such as publishing METER a new print magazine—and celebrating the rich culture of the sport through events.
All Tracksmith imagery is shot in a documentary style using real amateur runners as the subjects. The Fall 15 campaign captured a Cross Country Camp in the White Mountains of New Hampshire featuring 14 amateur runners. Showcasing the team aspect and camaraderie of traditional fall cross country.
An Ode to Cross Country
Film by Joel Wolpert - thewolpertinger.com
Narration written and performed by James Leakos
Visually storytelling as inspiration has been a focus of Tracksmith from its start. Working with Emily Maye as the sole photographer for the brand, and creating a style and process for naturally capturing the beauty and agony of running. Digital lookbooks help tell seasonal stories (Deep Bo) and individual profiles (Eric).
For small scrappy startups, big customer acquisition budgets are a pipe dream. On Jan 1, 2015 Tracksmith launched the “No Days Off” poster, a free calendar including a red sharpie marker, to serve as a daily reminder/log of running devotion. The free posters grew the brand's email marketing audience and naturally spread on instagram as people shared their progress.
Tracksmith created METER Magazine out of a distaste in the quality of current running journalism. METER focuses on telling great running stories from all over the world. No gear reviews, top ten lists or stretching tips, it’s pure storytelling in a variety of methods.
I served as Managing Editor, helping concept stories with freelance writers/photographers and worked with designers on layout and production.