In this episode, Cole Heilborn sits down with Massimo Alpian, the Global Director of Communications at Tracksmith, to explore the evolving challenges of brand storytelling in today’s fast-paced digital landscape. They dive into the creative philosophy behind Tracksmith’s most successful campaigns, including the "Year of the Amateur" and "Church of the Long Run," and discuss the brand’s unique approach to fostering emotional connections with runners.

Massimo shares insights into why authenticity is key in content creation, how Tracksmith balances long-form and short-form storytelling, and the complexities of measuring ROI in brand marketing. They also unpack the impact of shifting social media trends and how brands can adapt their creative strategies to maintain audience engagement.

Referenced Topics:

• Tracksmith’s "Year of the Amateur" campaign: Watch here

• "Church of the Long Run" project: Explore here

About:

This podcast is produced by Port Side, a creative studio powered by the Backcountry Marketing Filter™, our methodology shaped by 200+ conversations with marketing leaders to turn insight into emotionally-driven video strategy.

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