The underdog just got dangerous.

Coopah had built something seriously good. A running coach in your pocket, helping everyday runners chase down PBs and achieve things they never thought possible. The product was strong. The ambition was bigger. But the brand wasn't keeping pace. It just wasn’t considered the premium offering despite the great features. Coopah had a perception problem. Coopah wanted to break out of the functional fitness space and into the world of aspirational running culture. To go from a useful training tool to a brand runners genuinely wanted to be part of. That's where we came in.

We'd spent weeks sharpening the brief, aligning ambitions and getting everything ready to go. By Friday, contracts were agreed. We were off. Then Sunday happened. Strava acquired Runna!

Coopah's biggest competitor had just been snapped up by one of the biggest names in running. Monday morning, the phone lit up. "We need to hold on this." — G. Nettleton

For Runna, it was the dream exit. For Coopah, it was a seismic shift in the competitive landscape. We figured that was that. Project over before we'd even started.

But then came another call. "We're doubling down.” Not pulling back. Not playing safe. Going harder. The ambition had just shifted gears. What started as a brand transformation was now something much bigger. We'd be reimagining the entire Coopah experience, from brand identity and creative direction to the design of the product itself. Meanwhile, the Coopah team would be building out a new generation of features designed to give runners more, and give Coopah a serious competitive edge.

The challenge was no longer just to make Coopah look like a premium running brand. It was to make Coopah a brand that could go toe-to-toe with the biggest names in running.

No looking back.