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.
