Altra's Head of Marketing, Reyna Alishio, and Backbone Media's Senior Director of Strategy, Andy Ralston, take us behind the brand's seasonal campaign, Experience a New High. We unpack the core insight tying mental wellbeing, social connection, and running to a younger audience; how a one-two punch of broad digital reach plus in-person activation moved awareness and consideration; and why the medium is part of the message when your pop-up is a Dopamine Dispensary. We also get into what went right, what needed rethinking, and how to decide when a big campaign makes sense versus always-on content.

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This podcast is produced by Port Side, a creative production studio creating video strategy + production for active brands, rooted in emotion.

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