The new Globe brand is a big departure for Specialized, which has built its reputation on road and mountain bike race courses around the world.
Instead of using the Specialized name to drive sales of Globe bikes, Globe is focused on changing the way people use bicycles in their daily lives with a vision to ‘Inspire everyone to live a cycling lifestyle.’
Designed for whatever you’re into, get more into it with the Specialized Globe Haul ST, 2023 Bike of the Year.
When the Globe Haul ST won 2023 Bike of the Year just a week after launch, we were ecstatic. And of course, so were our riders.
Zwift is the app that makes indoor riding, running, and training fun. Explore virtual worlds, enjoy structured workouts, or take part in social group rides with users worldwide.
This team is amazing. Every day, I felt challenged to be a better writer as I learned the ins and outs of Watopia. The creative team featured an incredible mixture of backgrounds that made showing up for work every day compelling, fun, and rewarding.
From email/CRM, blogs, social, video scripts, and landing page copy with proven growth in engagement, subscriptions, and participation in events—both IRL and in-game, I also had a hand at editing, proofreading, and leading national and global campaigns like the Black Celebration Series US & UK, the Women's Ride and Run Series, and Tour de Zwift.
For more work samples, references, or any questions about my time at Zwift, email me at kristenaschindler@gmail.com
The University of Colorado initiated a $3MM/year multimedia advertising campaign to better brand the four campuses of the system and increase affinity for the state's largest public university. I have co-led the creative messaging and execution since 2017, writing everything from radio scripts, print media, social, and TV spots.
These elite athletes are respected and loved by their sport communities. Through the practice of setting and accomplishing lofty goals, they are constantly defying what’s possible, both in sport and in life. The heights they reach and the goals they crush are truly an inspiration.
We often question the feats of professional athletes. We want to know how they do what they do, and often hear the same responses. For Evan Valiere, his practice is about so much more.
Lululemon Elite Ambassador Aaron Gwin is no stranger to the top step of the podium, standing with a wide-spread grin across his face weekend after weekend, during the downhill mountain bike racing season. But what most fans don’t experience is who this World Cup winner truly is when he’s not riding a bike.
Read the article I wrote about Aaron for PinkBike here.
Down-to-earth, unapologetically himself, and powerfully inspirational, pro skier JT Holmes welcomed our team into his life during our recent trip to Squaw Valley, California. We spent three incredible days together as he dove into exactly what it means to take time for himself and introduced us to the tight-knit community he holds so dear.
Read the article I wrote about JT at FREESKIER Magazine here.
Running never felt so good—this revolutionary bra was designed to give you comfort, movement management, and a natural shape. Ultralu™ fabric is soft, smooth and powerfully supportive.
——
This project brought together two Innovation Managers: Alex Plante and Chantelle Murnaghan, as well as Designer Laura Dixon. Their first objective? Understand what ‘support’ means to women and figure out how women want to feel when wearing a high support bra. Next, they looked at how this applied to movement and each guest’s individual body. From there, they were able to define what women’s perception of performance and comfort in a sports bra was.
In the World of Running we run united because we share this truth: We're all meant to be runners. (Yep, even you.) But we didn't start this way. We started as new runners. We ran through the first runs, the struggle runs, the "ugh, this sucks" runs and the "WHOA, I didn't know I had it in me" runs.
Then we realized being a runner isn't just about the act of running. Being a runner is something that's within us all. That's why the Nike+ Run Club is here to get you started. Come run with us. Some fears, doubts or even apprehensions might remain. Before you cross the finish line, we want to squash some of the common fears that many early runners carry with them.
——
Nike Running teamed up with AKQA and illustrator Greg Mike to develop Ready, Set, Go - an introduction to Nike+ Run Club's World of Running. The book includes a 10-step guide for beginner runners, and is full of other great details to get started. I worked with Nike Running and art director Matt Firman to concept a 10-post journey across their social channels to promote the book, wrote accompanying copy, helped set up and produce the shoot, and even modeled as our runner for the approved assets that were pushed across Nike Running's social channels, as well as Nike.com. This was an incredibly fun and challenging project.
Seasons 52 is on a mission—a mission to provide a better way to eat. That starts with food that is full-flavored and satisfies your cravings.
By sourcing ingredients at their peak of freshness, our chefs are able to transform them into memorable dishes all year round. We think you’ll taste the difference once you’re here. Because when we say better, we mean it.
—
Seasons 52 came to us originally looking for help with strategy. But when we had the opportunity to pitch creative, we didn’t hesitate. I was fortunate to pair up with Senior Creative Kelsey Siderius on this project and dream up “Better is Always in Season.”
From paid and organic social, digital banners, radio, email, and video production and execution, this account has been one of the most challenging I’ve worked on but comes with the greatest rewards—fresh, season dishes that make people feel good.
During 2014, Nike+ recorded every mile you ran, each minute you trained and fuel point you earned – but what good is this data if it doesn’t motivate you to do more?
The true value of big data doesn’t lie in reflection, but in the opportunity to take the data and turn it into a personal, relevant and motivating story.
—
In partnership with Mcbess, a renowned French illustrator, over 1,500 hand-crafted animation clips were generated by member data. These populated a custom-cloud server to render over 125 million frames to create the final 100,000 videos. Each video was sent out in time for New Year – to ensure members hit the ground running.
