LA’s Original Marathon Training Club
The LA Leggers are a long-standing running and walking club based in Santa Monica, dedicated to helping athletes of all levels, from first-time marathoners to seasoned racers, train for long-distance events in a supportive, community-focused environment. With over three decades of legacy and a loyal base of members, the Leggers recognized a need to refresh their visual identity and marketing to better connect with a younger, more digitally engaged audience.
That’s where I came in—to modernize their 2025-26 marketing campaign with a vibrant, social-first aesthetic that speaks to the next generation of runners while still honoring the club’s inclusive and encouraging spirit.
The game plan.
Identified Key Goals: Met with the LA Leggers team to understand their vision to increase awareness, attract a younger demographic, and honor the club’s deep roots in the community.
Creative Direction & Concepting: Developed a campaign concept that paid homage to the Leggers’ founding year—1989—blending retro visuals with a modern, energetic tone to appeal to both legacy members and Gen Z/Millennials.
Updated Photography: Partnered with one of LA’s top esports and lifestyle photographers, Stefan Wisnoski, to shoot dynamic new imagery. We captured real LA Leggers members in action during the 2025 LA Marathon to bring authenticity and energy to the visuals.
Designed Social-First Visuals: Translated the photography into bold, scroll-stopping creative assets for Instagram, Facebook, and digital ads—optimized for mobile viewing and platform trends.
Crafted Messaging for a New Generation: Paired the visuals with friendly, inclusive copy that emphasized community, support, and first-time marathoner success—values that resonate with younger, purpose-driven runners.
Tested & Iterated: Deployed assets across digital platforms and gathered feedback on engagement and response, fine-tuning creative elements based on audience reactions.
Delivered a Versatile Asset Library: Provided the LA Leggers with a toolkit of evergreen and seasonal content they could use across platforms for ongoing recruitment and storytelling.
