PAULA DE ANTA

X-BIONIC
OFF THE BRAKES



Performance Sportswear - Trail Running
SS25 Terraskin X02

A campaign built to launch the Terraskin X02 and establish X-BIONIC within the trail running community. Through immersive storytelling, social-first content and community-driven activation, we transformed a product launch into a movement around speed, control, and confidence on the descent. 






Creative Direction & Project Management: Paula de Anta
Social Strategy: Paula de Anta
Photography: Carlos Ferrera


Trail runners often hesitate on descents, constantly reacting to the terrain beneath their feet. Get Off The Brakes was built around the idea of removing that hesitation. The Terraskin X02 became the enabler of confidence, allowing runners to trust their footing, stay in the flow, and fully commit to the downhill experience.









Creative Direction & Project Management: Paula de Anta
Social Strategy: Paula de Anta
Photography: Carlos Ferrera


The campaign combined organic content, paid amplification, Strava activations, on-ground experiences, and UGC to create anticipation before launch and establish an authentic connection with the trail running community. 
Results included over 1M Instagram views, an average of 98K views per Reel, +300% follower growth during launch, and significant increases in sales, engagement and community participation.



Updated 24.10.31