THE CLIENT
Sprinter
The Squad: the new community for Sprinter
What we have done
01. Creative concept for the community
02. Naming: The Squad
03. Brand narrative and positioning
04. Experience concept and design system
05. Art direction and tone of voice
06. End-to-end creative and production lead.
The mission
To create a new fitness community for Sprinter that connects with its audience through experience, wellness, and a strong sense of belonging.
The idea
To bring The Squad to life: a community-driven fitness concept designed to be experienced in real life.
We launched it through two immersive events in Madrid and Barcelona, where selected influencers and consumers became the first members of the community.
The experience combined high-energy HIIT sessions and Pilates classes led by community leaders, alongside healthy food and recovery spaces creating a holistic fitness environment that reflects what The Squad stands for: training, lifestyle, and connection.
