A full-channel campaign with Wahoo Fitness and Sarah Sturm, built around her belief that fun is central to racing. The project spanned a YouTube series, merch line, and on-site activations at SBT GRVL and Big Sugar. We brought it to life through postcards in racer bags, finish-line portraits, and a Wahoo × Stilspoke booth serving espresso through a Domestique Coffee collaboration. Limited-edition posters, postcards, and apparel tied everything together. The result gave Wahoo an authentic connection to the gravel community through a message that felt lived in, participatory, and real.