Topo Athletic - MTN Racer 4
Topo Athletic creates performance footwear for people who move with purpose, whether that’s on trail, road, or ridge. With the release of the MTN Racer 4, Topo raises the bar in the trail-running category, delivering a lightweight yet rugged shoe designed for steep climbs, fast descents, and long days on technical terrain.
Brand
Topo Athletic
Role
Creative Producer
Type
Branded Content
Observed Challenge
Topo’s marketing highlights what’s underfoot: grip, breathability, stability. But it misses what’s going on above the ankle, what the run is doing to the person.
The MTN Racer 4 isn’t just a trail shoe. It’s a ritual item for those who use running to reset. It’s the first step in a day that’s not about pace, but peace.
Strategic Story Solution
We crafted a story-led content concept anchored in a relatable persona: someone who uses weekends to escape the week's pressures. Through cinematic visuals and a reflective voiceover, we position the MTN Racer 4 not as gear, but as a gateway to clarity.
The shoe doesn’t just support movement. It supports a mindset where tension dissolves into breath, footsteps become meditation, and the trail offers answers that the world cannot.
This concept is designed for 60s, 30s, and 15s cutdowns, as well as photo content for Instagram, TikTok, and brand-owned channels.
Persona-Driven Story Concept
Name: Kira
Persona: The Weekend Escape Artist
Traits: Grounded, observant, quietly determined
Goal: Protect her time outdoors as a sacred, non-negotiable space for mental clarity
Pain Point: Overstimulated during the week. Constant notifications, deadlines, and meetings leave her depleted. She needs gear that honors her effort to disconnect.
Backstory: Kira is a product designer in an always-on city. But she’s learned that her most important designs start with silence. The trail is her reset. She doesn’t care about medals, she runs to remember who she is.
Why This Works for Topo
Moves beyond features and into emotional territory
Honors the mindset of Topo’s target trail runner
Aligns brand with purpose, solitude, and self-care through motion
Provides a cinematic foundation for versatile ad creative
Supports a storytelling-first brand identity
Results / Expected Outcome
Higher engagement and share rate across story-first content
Stronger resonance with women in the trail running community
Lower cost per click on Meta and TikTok through emotional connection
Increased customer lifetime value by deepening brand loyalty
