“Backbone and Strava both embody and live the brands they are and represent,” says Erik Joule, Strava’s chief marketing and commerce officer. “We both believe in the power of human potential. We also believe that running and cycling are the ultimate endurance sports, testing the boundaries of human possibilities. The strategic horsepower of Backbone as well as their ability to communicate stories in the most authentic and genuine of ways is why we are most excited to come together as a team.”
Founded in 2009, Strava operates at the intersection of technology and fitness, enabling cyclists and runners to track, measure, and share their training, races, and adventures with a highly engaged community of athletes around the world. Strava recently announced its Apple Watch app and introduced native photos, and will launch a number of important new products designed for runners and cyclists in the coming months.
“Many of us at Backbone have been religious Strava users for years—it’s tool we use for motivation and inspiration,” says PR Director Ian Anderson. “Strava has grown into one of the most recognizable brands in the cycling space and we’re excited to help Strava expand its community of runners, while staying true to its roots in bike.”
About Backbone Media: Backbone Media targets, engages and inspires the active lifestyle market through public relations, social media, content creation and media planning and buying. For over 16 years, Backbone has worked with leading outdoor gear, apparel, technology, food and beverage brands, as well as tourism destinations around the world. Backbone has offices in Carbondale and Denver, Colorado, and Jackson, Wyoming.
About Strava: Strava unlocks the potential of a global community of athletes. Strava’s innovative mobile apps and website connect, motivate and inspire runners and cyclists throughout their experience, from exploration and adventure to training and competition. Designed by athletes, for athletes, Strava unites millions from around the world every day through the sports they love. www.strava.com