RC Athletic Club
Brand development + Community building
THE GOAL
Turn a weekly run club into a scalable community platform that increased participation, strengthened brand affinity, and created more meaningful connections between runners and RC Outfitters.
THE STRATEGY
Position RC Athletic Club as an extension of the RC Outfitters brand, not simply a weekly run. I built a strategy around community, content, events, partnerships, and in-store experiences, creating multiple touch points for runners to interact with the brand throughout their customer journey.
THE EXECUTION
I led the growth and day-to-day marketing of RCAC across social media, creative, community programming, events, and brand partnerships. This included developing content and campaigns, creating partner activations, growing participation, connecting events to in-store experiences, and building programming that gave runners a reason to keep coming back.
THE IMPACT
RCAC evolved from a small weekly gathering into a growing brand community, increasing participation by 60% and creating a consistent channel for customer engagement, brand discovery, and loyalty beyond the traditional retail experience.
The Results
60%
Membership Increase
950K+
Social Reach
6X
Weekly Attendance
75+
Brand Led Community Events
Branding
Reels
Produced short-form video content to highlight club culture, promote events, increase engagement, and tell authentic community stories.
Social Media Graphics
Designed digital marketing assets that supported weekly programming, event promotion, brand awareness, and community engagement.
Results:
600K+ views since launch in August 2025
Grew Following from 0 to 1,309 since launch
Grew membership by 60% through organic and paid media
Merchandise Designs
Created branded apparel and merchandise that strengthened club identity and gave members a way to represent the community beyond group runs.
Event Planning
Planned and promoted events that connected brand partners with run club members through product demos, activations, and shared experiences.
