USA Triathlon Youth
Social Media Campaign & Branding
USA Triathlon set forth a challenge to our team—to grow their youth membership. We stepped up with a plan to reinvigorate their messaging, branding, and engagement efforts with a game-changing approach to inspire discipline, confidence, and daring in today’s youth with support from family, friends, and community.
Start Young. Finish Strong: Nurture the extraordinary spirit of the next generation of triathletes.
This simple phrase serves as the north star for our brand identity. Informed by audience research, our recommendations for the campaign establish a fully-formed brand that’s intentional and strategic.
Winning Together
USA Triathlon Youth offers an unparalleled triathlon structure and experience. It is the gold standard for world-class youth triathletes—they needed a video that fit that narrative 👉
Much of the youth athletic category prioritizes winning no matter the cost. Our hype video shows not only the athleticism involved but how USA Youth Triathletes sharpen their personal development within a community. It’s a win-win.
Standout Social
The youth of today represent all that is good in us and contain the potential to make the world a better place. Our social media creative leverages that positive sense of community—that you are never alone, an ambition for growth, and a sensibility to foster joy within yourself and others.
USA Triathlon Youth has a distinct personality:
Passionate but not aggressive
Supportive but not coddling
Intelligent but not dry
Clever but not silly
Confident but not arrogant
Grounded but not ordinary
The creative adopts vibrant kid-first imagery across Instagram an already preferred platform for youth where followers can share their stories and seek inspiration and resources from USAT Youth. Like a great pair of sneakers, music is essential to any athlete’s training regimen. We wanted to be there for our triathletes at every step in their journey, fully-immersing them in the USAT Youth brand experience. Our strategy includes a training playlist featuring music to hype them up for every stride, stroke, and pedal.
