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?

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.

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.