Year In Sport
Think Spotify Wrapped, but Strava (fun fact: Year In Sport came first). For this edition, I concepted and wrote the in-app experience, all of the CRM comms, and a brand film. I wrote Year In Sport for three years and now lead and mentor the writer who has taken it over.
Year: 2024
Role: Copywriter
With: Khoi Phan (ECD), Riley Yankowich (Design + Motion), Meg Doshi (PMM), Sofia Morales (Brand Marketing), Sophie Maquilling (Product Design), Qui Nguyen (Engineering)
The in-app experience
For Strava athletes, this recap is the best part of the year, and it spreads because people share it. My job was to make that year feel like part of the culture, so the writing is dry, a little cheeky, and a reminder that we do this because it’s fun. “Well aren’t you versatile” is a high five for the multi-sport crowd, and “You weren’t shy when it came to streaking” teases all the routinists. Numbers can be intimidating, and plenty of athletes worry theirs impressive enough, so the playful tone takes the pressure off and gives everyone something to enjoy sharing. The video below is a recording from a real user.
The anthem film
2024 was a year of astronomical growth for Strava – and it was time to show the world it was no longer just a running and cycling platform. From hiking Kilimanjaro to giving birth (yes, a woman really tracked her birth on Strava), the film celebrated the ordinary, the bizarre, and the exceptional. I wrote the hero script and the shorter paid media cutdowns, working with Khoi Phan (ECD), Matt Lucier (film lead), and Georgie Griffiths (motion designer).
The results
Strava Year In Sport 2024 became the company's most-shared experience of all time. It was widely praised by users, athletes, and the media, with Mashable calling it "The only good Wrapped this year."
