Role
Head of Commercial Strategy & Innovation
Head of Commercial Strategy & Innovation
Challenge
Two leading companies joined forces to launch a platform combining performance training and retail for runners. The challenge: how to create a space where runners find everything they need—mentally and physically—while standing out in a crowded fitness and lifestyle market?
Two leading companies joined forces to launch a platform combining performance training and retail for runners. The challenge: how to create a space where runners find everything they need—mentally and physically—while standing out in a crowded fitness and lifestyle market?
Strategy
• Created La Milla, a disruptive and purpose-driven brand with a unique narrative: “a ru(n)mance, where every step tells a story.”
• Led naming, brand identity, and visual design, aligning the concept with community, passion, and performance.
• Designed an influencer-led and expert-driven content strategy, combining coaching, product education, and storytelling.
• Activated the brand across physical retail, digital channels, and community events, ensuring a seamless omnichannel experience.
• Created La Milla, a disruptive and purpose-driven brand with a unique narrative: “a ru(n)mance, where every step tells a story.”
• Led naming, brand identity, and visual design, aligning the concept with community, passion, and performance.
• Designed an influencer-led and expert-driven content strategy, combining coaching, product education, and storytelling.
• Activated the brand across physical retail, digital channels, and community events, ensuring a seamless omnichannel experience.
Outcome
• +27 % YoY sales growth in the first 12 months
• +45 % increase in brand recall among target runners (internal survey)
• 1,500+ registered users in the first quarter after launch.
• Positioned as a benchmark brand within the running community.
• +27 % YoY sales growth in the first 12 months
• +45 % increase in brand recall among target runners (internal survey)
• 1,500+ registered users in the first quarter after launch.
• Positioned as a benchmark brand within the running community.
