3.1ApplicationChannels
Digital
Digital is where most people meet the campaign, often for less than a second. Every screen leads with one headline, one photograph and one action.
Every example in this chapter comes from one campaign: Made for minute forty, for the Tempo collection, Autumn/Winter 2026.
Website
The landing page carries the launch headline. Above the fold there is one headline, one photograph and one primary action.
- The headline is the biggest thing on the screen, and the only thing set in StridePro ExtraBold Italic.
- One primary button per screen. It says what happens: “Shop Tempo”, never “Learn more”.
- Type sits on a solid panel or calm sky, never across a face or a busy background.
App
In the app, the campaign turns into coaching. The same minute forty becomes a target to hold, and the kit it’s about shows up when the weather calls for it.
- Numbers lead. The figure is the headline; the label sits under it in Regular.
- Campaign lines appear once, where they help: as the coach’s note, not as a banner.
- The current tab is the only filled icon on the screen, as the Iconography page sets out.
- One headline per post, from the headline bank, on a solid panel and never across a face.
- Captions lead with a fact: forty runners, a wet November, zero leaks. One hashtag, at the end.
- Faces and effort, not product shots. The product shows up on the athlete.
The subject line does the work of a headline in the inbox. Keep it under 40 characters, and let the preheader finish the thought rather than repeat it.
What the button says
- Shop Tempo
not “Click here”
- Find your size
not “Learn more”
- Watch the film
not “Discover”
- Start run
not “Go”
Two or three words: a verb, then the thing you get.
Social