Threshold Sports
Helping Threshold Sports to inspire female ultra runners
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the challenge
Threshold Sports delivers endurance events across running, cycling and adventure challenges. After the pandemic, female participation, particularly in ultra-distance running, dropped significantly.
To address this, the brand launched Ultra 50:50, an initiative designed to remove barriers and encourage more women into ultra events. Aspire was tasked with turning the campaign into a national conversation and positioning Threshold Sports as a leader in positive change.
our solution
We delivered a sustained PR campaign combining research, expert insight and real runner stories.
- Media outreach built around research into barriers facing female runners
- Expert commentary from coaches, psychologists and health specialists
- Partnerships with SheRACES and grassroots running communities
- Challenger stories and media race places to generate first-hand coverage
- Longer-form features to maintain momentum after launch coverage
The approach moved the narrative from awareness to advocacy, keeping the issue visible across the season.
the impact
The campaign generated widespread coverage and placed Threshold Sports at the centre of the gender equality conversation in endurance sport. Coverage appeared in Runner’s World, Women’s Running, Stylist, Hello! and national media including The Daily Mail, alongside industry trade press.
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their perspective
Women’s Running Magazine
