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ZALANDO: RACE LAB
ZALANDO: RACE LAB
CLIENT
CLIENT
ZALANDO
ZALANDO
challenge
challenge
Zalando tasked us with creating a content-first campaign that positioned them at the intersection of running performance and cultural credibility. The goal: build trust with a new generation of sport-style consumers by launching Race Lab—an 8-part creator-led series reviewing performance footwear in real-world settings. The challenge was to deliver a content format that felt native to youth platforms, while still driving consideration and authority in the performance category.
Zalando tasked us with creating a content-first campaign that positioned them at the intersection of running performance and cultural credibility. The goal: build trust with a new generation of sport-style consumers by launching Race Lab—an 8-part creator-led series reviewing performance footwear in real-world settings. The challenge was to deliver a content format that felt native to youth platforms, while still driving consideration and authority in the performance category.
approach
approach
Working within a large cross-functional team, my focus was on crafting graphical overlays and landing page layouts that complemented the Race Lab identity. I ensured visual consistency across formats, aligning with the project’s tech-forward, experimental aesthetic while supporting content clarity and creator-led storytelling.
Working within a large cross-functional team, my focus was on crafting graphical overlays and landing page layouts that complemented the Race Lab identity. I ensured visual consistency across formats, aligning with the project’s tech-forward, experimental aesthetic while supporting content clarity and creator-led storytelling.
outcome
outcome
The Zalando “Race Lab” initiative helped strengthen the brand’s positioning within the performance footwear space, delivering compelling content that blended running‑culture credibility with retail impact. For example, the series’ launch coincided with a slate of editorial activations (‘Our best shoe for 10Ks’ and ‘We need a marathon shoe…’) that drew audiences into deep‑dive product reviews. Zalando’s broader sports & performance editorial focus and in‑house content strategy showcase the value of this format as a driver of brand authority and customer engagement.
The Zalando “Race Lab” initiative helped strengthen the brand’s positioning within the performance footwear space, delivering compelling content that blended running‑culture credibility with retail impact. For example, the series’ launch coincided with a slate of editorial activations (‘Our best shoe for 10Ks’ and ‘We need a marathon shoe…’) that drew audiences into deep‑dive product reviews. Zalando’s broader sports & performance editorial focus and in‑house content strategy showcase the value of this format as a driver of brand authority and customer engagement.
Credits
Andy Harrison | Ty Hancocks | Riley Butler
Design
Moritz Freudenberg
Video Editor
Felix Godden
Sound
Jerome Glock | Sabrina Hubert | Marietta Auras
Production Managers
Lilian Qu | Aïda Knipp
Creative & AD
Cameron Cook
Editor
Alex Venndt
Creative Director
Anika Görtz
Project Manager
Dasia Schowengerdt
Casting
Lara Dixon
Strategy
Matt Sawh
Account Director
Zalando
Shoot Production
Credits
Andy Harrison | Ty Hancocks | Riley Butler
Design
Ty Hancocks
Design
Moritz Freudenberg
Video Editor
Felix Godden
Sound
Jerome Glock | Sabrina Hubert | Marietta Auras
Production Managers
Lilian Qu | Aïda Knipp
Creative & AD
Cameron Cook
Editor
Alex Venndt
Creative Director
Anika Görtz
Project Manager
Dasia Schowengerdt
Casting
Lara Dixon
Strategy
Matt Sawh
Account Director
Zalando
Shoot Production
Jerome Glock | Sabrina Hubert | Marietta Auras
Production Managers
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