Stio
  • Ride Launch Collection & Positioning

    Brand Storytelling
    Product Launch
    Content Marketing

    Launching bigger into mountain biking was Stio’s goal when it reached out to Voicebox to help shape, frame and position the new collection reveal through a deep-dive brand storytelling piece. Working with senior brand manager Stirling Cobb, we drew on our deep understanding of mountain bike culture and our long history working with Stio’s mountain-town identity to ideate and shape a storytelling parallel between the Jackson Hole brand and the progressive history of Jackson’s trail-building, gravity-fueled nonprofit that launched in their social, print, email, paid advertising and Mountain Town Journal mediums.

    Telling the story of the Teton Freeriders, through both a cultural evolution and community resource lens, we highlighted an unlikely partnership that preserved, legitimized and built the world-class gravity trail network on Teton Pass. Starting from a crux, collaborative pivot point in the growth of biking and trails, within the community and beyond, we explored how a ten-year truce between renegade builders and government orgs sparked a thriving dirt scene in Jackson and far beyond. Beyond the successful launch of the Ride collection, the highlight of the project was pairing it up with a give-back program we ideated with the internal brand team that created a dedicated revenue source for their town’s under-appreciated bike trail nonprofit.

    Dirt Culture Dynamics Link
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