USA Triathlon Youth
Branding + Social Campaign • Non-Profit Organization
USA Triathlon wanted more young athletes. The challenge wasn't awareness. Triathlon is a well-known sport. The challenge was relevance: making the youth program feel like a community worth joining, not just a race to enter.
We built a brand platform around one line: Start Young. Finish Strong. Then, a launch video that reframed what youth triathlon looks like. Not podiums. What athletes build in themselves along the way. Personal growth inside a real community.
Winning Together
USA Triathlon Youth has built something most youth sports programs haven't. A real structure for developing athletes as people. They needed a video that showed it.
Most youth sports programs prioritize winning above everything else. Our video made the case for what happens alongside the competition. The personal growth that comes from training inside a real community.
Standout Social
The youth of today represent the good in us. Our social creative leverages that positive sense of community, that you are never alone, an ambition for growth, and an ability to foster joy.
USA Triathlon Youth is:
Passionate but not aggressive
Supportive but not coddling
Intelligent but not dry
Clever but not silly
Confident but not arrogant
Grounded but not ordinary
The creative adopts vibrant kid-first imagery across Instagram, where followers can share their stories and seek inspiration and resources. Like a great pair of sneakers, music is essential to any athlete’s training regimen. So we built a training playlist featuring music to hype them up for every stride, stroke, and pedal along their journey.
