The holiday season doesn't have to be a marketing finish line; instead, think of it as a starting point for building longer customer relationships.
While motivations may shift, physically active consumers don't put their routines on hold when the holidays arrive. They adapt to the season, adjusting how and where they stay active, creating new opportunities for brands to reach them.
For instance, on Christmas Day alone, Strava—the app used by millions of people to track their workouts—has seen a 5X increase in new device connections and a 52% jump in new shoe activity, demonstrating that new purchases quickly become part of people's routines.
To capitalize on this ongoing engagement, however, brands need to adapt to consumers' evolving behaviors and consider how they can expand their seasonal marketing playbook well beyond the holidays.
In the run-up to Christmas and through the end of the year, consumers are open to brand opportunities that complement their existing holiday traditions. In January, they welcome efforts that support their New Year’s resolutions. And in the months that follow, they appreciate the consistency that makes brands part of their lifestyles.
The three campaigns that follow demonstrate how brands can work with, rather than compete against, consumers' changing motivations in order to build relationships that last long after the holiday gifts have been unwrapped.
From baking cookies for Santa to hosting an annual gift-wrapping party, the holiday season teems with traditions that consumers plan for year after year. Brands that tap into the rhythms of these rituals can make themselves even more relevant.
Since 2010, cycling gear brand Rapha has hosted the Festive 500, challenging bikers to ride 500 kilometers between Dec. 24 and Dec. 31. In 2025, more than 264,700 cyclists participated, despite those eight days being the most hectic time of year for many of them.
Amid the many obligatory, people-pleasing traditions synonymous with the holidays, Rapha introduced a fun one that encourages cyclists to do something just for themselves. Distances logged on the Strava app via e-bike riding and virtual cycling counted as well as those gained from outdoor biking, making it easier for people to participate without disrupting their other holiday activities. Those who completed the challenge unlocked rewards and were entered into a drawing for a prize pack.
Just as important, the Festive 500 reinforced the camaraderie of the season. As well as tracking their rides, members of the Rapha Strava Club could compare and discuss their progress with other cyclists. This added another layer of comfort and joy to the days between Christmas Eve and New Year’s while also serving as a bridge between participants' pre- and post-holiday routines.
During a time of year when many people abandon everyday habits to make way for annual traditions, the Festive 500 emphasized the importance and satisfaction of both.
Brands build relevance by complementing seasonal behaviors and traditions rather than trying to interrupt them. This relevance outlasts the holiday season, carrying through to the new year.
From baking cookies for Santa to hosting an annual gift-wrapping party, the holiday season teems with traditions that consumers plan for year after year. Brands that tap into the rhythms of these rituals can make themselves even more relevant.
Since 2010, cycling gear brand Rapha has hosted the Festive 500, challenging bikers to ride 500 kilometers between Dec. 24 and Dec. 31. In 2025, more than 264,700 cyclists participated, despite those eight days being the most hectic time of year for many of them.
Amid the many obligatory, people-pleasing traditions synonymous with the holidays, Rapha introduced a fun one that encourages cyclists to do something just for themselves. Distances logged on the Strava app via e-bike riding and virtual cycling counted as well as those gained from outdoor biking, making it easier for people to participate without disrupting their other holiday activities. Those who completed the challenge unlocked rewards and were entered into a drawing for a prize pack.
Just as important, the Festive 500 reinforced the camaraderie of the season. As well as tracking their rides, members of the Rapha Strava Club could compare and discuss their progress with other cyclists. This added another layer of comfort and joy to the days between Christmas Eve and New Year’s while also serving as a bridge between participants' pre- and post-holiday routines.
During a time of year when many people abandon everyday habits to make way for annual traditions, the Festive 500 emphasized the importance and satisfaction of both.
Brands build relevance by complementing seasonal behaviors and traditions rather than trying to interrupt them. This relevance outlasts the holiday season, carrying through to the new year.
Just as the holiday season reinforces longstanding traditions, the new year emphasizes establishing new habits centered around self-improvement. Yet, the vast majority of Americans—more than 90%—fail to follow through with New Year's resolutions throughout the year. Companies that support consumers with their goals can transform participation into brand engagement and measurable business performance.
The second Friday in January is sometimes called Quitter’s Day, as a significant number of people reportedly abandon their resolutions then. To address people's need for motivation at that time, Samsung launched its first-ever Strava Challenge on Jan. 10, 2025, the second Friday of the new year. During the month-long challenge, 20% of Samsung's Galaxy Watch sales came from participants using the discount code they earned upon completion, outperforming the brand's usual promotional channels.
Even the name of the challenge, "Be a Winner Not a Quitter with Samsung," acknowledged that consumers' motivation might be flagging, positioning the brand as empathetic as well as encouraging. Keeping the challenge doable—250 minutes of activity ranging from golf to walking—provided further impetus.
Samsung incorporated its Galaxy smartwatch into the challenge with in-feed placements coinciding with challenge achievements. Participants weren't just being told about the product; they were also seeing it at the moments they could most benefit from it, as well as associating it with their successes.
Nearly 83,000 people participated in the initial challenge. A follow-up challenge that ran in March and April almost doubled that number, to more than 164,000 participants. The second challenge reinforced that Samsung would be there for consumers time and again, making engagement with the brand as much of a habit as the physical activities associated with the challenges.
When brands support consumers' goals instead of simply promoting products, participation drives measurable business performance as well as long-term credibility and a sense of authenticity.
Just as the holiday season reinforces longstanding traditions, the new year emphasizes establishing new habits centered around self-improvement. Yet, the vast majority of Americans—more than 90%—fail to follow through with New Year's resolutions throughout the year. Companies that support consumers with their goals can transform participation into brand engagement and measurable business performance.
The second Friday in January is sometimes called Quitter’s Day, as a significant number of people reportedly abandon their resolutions then. To address people's need for motivation at that time, Samsung launched its first-ever Strava Challenge on Jan. 10, 2025, the second Friday of the new year. During the month-long challenge, 20% of Samsung's Galaxy Watch sales came from participants using the discount code they earned upon completion, outperforming the brand's usual promotional channels.
Even the name of the challenge, "Be a Winner Not a Quitter with Samsung," acknowledged that consumers' motivation might be flagging, positioning the brand as empathetic as well as encouraging. Keeping the challenge doable—250 minutes of activity ranging from golf to walking—provided further impetus.
Samsung incorporated its Galaxy smartwatch into the challenge with in-feed placements coinciding with challenge achievements. Participants weren't just being told about the product; they were also seeing it at the moments they could most benefit from it, as well as associating it with their successes.
Nearly 83,000 people participated in the initial challenge. A follow-up challenge that ran in March and April almost doubled that number, to more than 164,000 participants. The second challenge reinforced that Samsung would be there for consumers time and again, making engagement with the brand as much of a habit as the physical activities associated with the challenges.
When brands support consumers' goals instead of simply promoting products, participation drives measurable business performance as well as long-term credibility and a sense of authenticity.
Consistency isn't the same as inflexibility. A brand that adapts to consumers' changing needs and preferences over time while maintaining its fundamental values is one that retains and strengthens its existing relationships while developing new ones.
To show that its footwear was just as well-suited to muddy fields and forests as to paved roadways, Merrell launched a Strava Challenge encouraging road runners to switch to trail running. Along with attracting nearly 274,000 participants, the three-week challenge garnered 7.7 million unique impressions, boosting brand awareness.
Merrell waited until May, a time of year when running outdoors amid the springtime sunshine was no longer a novelty and when longtime habits could benefit from a refresh. Its "Find the Love. Run Wild" challenge appealed to runners' desire for a new experience while letting them know that it offered gear specifically for trails. The challenge also introduced the brand to Strava community members already aware of the joys of trail running but not necessarily aware of Merrell.
Participants who logged 180 miles of trail running over the three-week period were eligible to win a trail running merchandise bundle and received 25% off Merrell's Agility Peak trail running and hiking shoes. The reward link had a 25% clickthrough rate, exceeding the benchmark for this type of challenge.
The clickthroughs demonstrated that experienced trail runners were interested in engaging with Merrell and that road runners familiar with the brand trusted it for additional running needs. By reaching out well after the holidays, the brand showed it was interested in consumers for the long run, not merely for one-time, peak-season transactions.
Brands that continue showing up after the holidays transform seasonal engagement into lasting customer relationships.
Consistency isn't the same as inflexibility. A brand that adapts to consumers' changing needs and preferences over time while maintaining its fundamental values is one that retains and strengthens its existing relationships while developing new ones.
To show that its footwear was just as well-suited to muddy fields and forests as to paved roadways, Merrell launched a Strava Challenge encouraging road runners to switch to trail running. Along with attracting nearly 274,000 participants, the three-week challenge garnered 7.7 million unique impressions, boosting brand awareness.
Merrell waited until May, a time of year when running outdoors amid the springtime sunshine was no longer a novelty and when longtime habits could benefit from a refresh. Its "Find the Love. Run Wild" challenge appealed to runners' desire for a new experience while letting them know that it offered gear specifically for trails. The challenge also introduced the brand to Strava community members already aware of the joys of trail running but not necessarily aware of Merrell.
Participants who logged 180 miles of trail running over the three-week period were eligible to win a trail running merchandise bundle and received 25% off Merrell's Agility Peak trail running and hiking shoes. The reward link had a 25% clickthrough rate, exceeding the benchmark for this type of challenge.
The clickthroughs demonstrated that experienced trail runners were interested in engaging with Merrell and that road runners familiar with the brand trusted it for additional running needs. By reaching out well after the holidays, the brand showed it was interested in consumers for the long run, not merely for one-time, peak-season transactions.
Brands that continue showing up after the holidays transform seasonal engagement into lasting customer relationships.
Many brands excel at capturing consumer attention during the peak holiday shopping season. Too often, however, they fail to capitalize on that hard-won awareness.
The examples above prove that by addressing consumers' evolving needs through the holidays and beyond, brands can grow awareness into participation, engagement, and long-term relationships. Brands that become part of the traditions, goals, and routines that consumers already value are brands that consumers consider relevant, credible, and ultimately essential.
Many brands excel at capturing consumer attention during the peak holiday shopping season. Too often, however, they fail to capitalize on that hard-won awareness.
The examples above prove that by addressing consumers' evolving needs through the holidays and beyond, brands can grow awareness into participation, engagement, and long-term relationships. Brands that become part of the traditions, goals, and routines that consumers already value are brands that consumers consider relevant, credible, and ultimately essential.
Strava is the app for active people, a community of over 200 million users in more than 185 countries. It's more than tracking workouts—it's where people make progress together, from new habits to new personal bests. Strava for Business enables brands to go beyond interruptive ads and become a source of motivation for the global community. Through Sponsored Challenges and Sponsored Segments, brands can incentivize movement and activity in a truly authentic and unique way. Learn more at business.strava.com.
