Year in Sport

Strava Year in Sport 2024

Strava’s wrapped style campaign has become a beloved end of year tradition for our global community of 135M athletes, delivering that epic stats crunch everyone looks forward to. For Year in Sport 2024, we kept the fun front and center no paywall and with no barriers just pure celebration of the moments big and small: from flat tires to walks to the beer fridge, to the unforgettable story of a woman who even tracked her birth on Strava.

As the saying goes, “Strava or it didn’t happen.”

We built this entire campaign in-house, pairing me with a marketing lead, product design lead, and a creative duo with this small but mighty team to bring this global vision to life. Together, we defined the creative concept, narrative, and visual direction, building the full experience in Rive—a first for Strava. The cherry on top a paid media campaign that boosted brand awareness by 8%. Once the creative vision was established we begin to bring on the calavary with a engineering, QA, TMP, and more. Year in Sport is what I like to call a button to billboard style campaign where everything feels, looks, and sounds connected from product to paid.

Based on previous data, we knew the totals share card was one of our most beloved assets, so this year we enhanced it with dynamic stats and year-over-year comparisons.

Year in Sport product experience was personalized to you

Personalized Recap
We set out to create a deeply personalized lookback on 2024, built around insights only Strava could deliver. Every moment of the experience was meticulously crafted, with Flyover setting the pace by highlighting each user’s most beloved route. Leveraging algorithmic data, we surfaced their top route and wove together activity images, kudos, comments, and performance stats into a single, seamless story.

View through rate ≈ 86%

Visual Expression

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Visual Expression 〰️

Our personalized vignettes acted as entry points into each user’s workout history, dynamically pulling data to create a uniquely tailored experience. Every vignette adapted to region, age group, and performance benchmarks—showing users how they stacked up against the global Strava community while making the story feel unmistakably personal.

Anthem Film

Across all our paid campaigns, we embraced a distinctly Strava art direction anchored in our most iconic key visual: the activity card. Each story connected to the next, weaving into a larger narrative that culminates with the world’s biggest team at your back. It’s not just that anything is possible—it’s that everything is Strava.EoY paid media campaign delivered an 8% brand awareness boost with a ≈ 92% watch-through rate on paid ads.

Film was concepted and developed in-house by Khoi Phan [ECD] Eddie Carrilllo [Senior Copywriter], Matt Lucier [Film Lead] and Georgie Griffiths [ACD and motion], partnerships Mel Jarrett, and Sofia Morales [Brand marketing].

At the heart of Strava lives the activity card, a simple yet powerful canvas capturing 135 million personal stories. The activity card became the foundation of our creative direction. By researching real moments from the Strava community, we crafted a hero film that brought these stories to life, turning everyday workouts into an epic, collective narrative.

Community Response

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Community Response 〰️

Trend Report

The final layer was the “Trend Report”—an in-house initiative spanning research, data analysis, and communications strategy to position Strava as the category leader in fitness culture. In 2024, the report uncovered a global shift toward more balanced fitness routines, with run clubs emerging as the new social hubs replacing nightclubs. Drawing from billions of activities logged by 135M+ athletes across 190+ countries, along with insights from a global survey of 5,000 active people, the report spotlighted a movement toward balance over burnout, stronger social connections through exercise, and the year’s most popular workout gear.

There’s been a 59% increase in running clubs, meaning more of us are running socially with others, often in a more relaxed environment rather than one focused on performance. Running is the fastest-growing social sport on Strava, closely followed by walking which has a 52% increase in social clubs in 2024. An average of 58% of people make friends through fitness, which is even higher for Gen Z (66%). Around half of people say that social connection is their main reason to join a fitness group, and 40% of Gen Z want to do more workouts with friends in 2025. Community is increasingly important to us as runners, which we’ve seen very clearly since launching TRC Club.

Trend Report: Year in Sport 2024
“Fancy A Drink Run? Four-times more people would prefer to meet someone at a fitness group compared to a bar, while 1 in 5 Gen Z’ers have been on a date with someone they met through exercise. We’re also cutting back (or willing to cut back) on alcohol in order to meet fitness goals or help others achieve theirs.

Trend Report: Year in Sport 2024
Barriers are for breaking down. While balance and social connections were prioritized, they didn’t hold back people from achieving their goals. In 2024, Strava’s global active community challenged societal norms and defied generational stereotypes to meet their active goals. Boomers set the pace: Boomers and Gen X outpaced Millennials and Gen Z in both mileage and achieving respective King, or Queen of the Mountain (KOM/QOM) crowns.

Women led the way: Women were 20% more likely than men to snag a crown on Strava in 2024
New sport uptake: Weight training was the fastest-growing sport type among women in 2024 with a 25% growth in uploads. There was also an 11% increase in the share of female cyclists on Strava this year. The share of men uploading yoga or pilates also increased by 15%