As we look back on 2025 at Aspire, one thing is clear: it’s been a year defined not just by the work we delivered, but by the people, places and moments that shaped us along the way. Across clients, campaigns, challenges and adventures, the thread that ties everything together is the energy of this team – our curiosity, our courage, and our belief in the power of movement, community and connection.
Suunto – Building Something Bigger Than a Campaign
Our first year with Suunto has been a standout collective achievement. What began as a brief centred on earned awareness quickly grew into real momentum – a community forming, trust deepening, and the foundations of meaningful DE&I work taking shape for next year. The Suunto team came together to deliver powerful moments, including a panel at Kendal Mountain Festival spotlighting diversity in trail and outdoor culture. It’s been rewarding to see what true partnership looks like when intent leads the way.
Thule – Riva del Garda Done the Thule Way
Our work with Thule took the team to the mountains of Italy, where we hosted a UK tech writer at the Riva del Garda Bike Festival. From steep eMTB trails to a long scenic descent back to the festival stand, it was a team effort that showcased Thule’s newest innovations in a way that was immersive, memorable and distinctly “Thule”.
Threshold Sports – First-time ultra successes
Our work saw us build on the success of last year’s Ultra 50:50 campaign with a renewed focus on first-time ultra-marathon runners. Playing into Threshold’s ‘Ultras For All’ mantra, we worked with them to recruit ten remarkable women, who took part in their first ultra, Race To The King, in June 2024. Coming from a range of backgrounds and experience levels, each had a unique tale to tell the media about their own journey towards that distant finish line, which helped inspire more women than ever to take on the challenge of an ultra in 2025!
Ramblers – Britain’s Favourite Path Competition
Our continued work with The Ramblers saw us building on the success of their 2024 Britain’s Favourite Path competition. We delivered a more ambitious brief to scale awareness and engagement while deepening the emotional connection to the campaign. We appointed Jeff Brazier as ambassador and competition judge to lend authenticity, emotional resonance, and cross-generational appeal. Our work transformed Britain’s Favourite Path from a new initiative into a high-profile national campaign that captured public imagination.
OOFOS – Micro-Activations, Macro Impact
Our work with OOFOS continued to grow in creativity and impact this year. The team delivered a series of innovative micro-activations, from cold water plunges to meditation, and padel to curling – all designed to bring people into the world of OOFOS and introduce them to recovery tech in memorable ways. Each event was a brilliant example of how collective thinking and seamless delivery can bring a concept to life.
Sport In Mind – 100km Your Way Challenge
Our first major project with Sport In Mind saw us host a kick-off event in London for media and influencers to launch their “100km Your Way” challenge. Our guests enjoyed a guided run around iconic London sites, before enjoying delicious pizza and an evening of socialising. The campaign successfully raised over £30,000 and demonstrated significant positive impacts on participants’ mental and physical well-being. Nearly 300 people participated in the 10-day challenge, collectively covering over 43,000 km, including all of team Aspire!
St George’s Hill & motive8 – Elevating the Everyday
This year also saw the team deepen relationships with long-term clients eager to evolve their marketing. From refreshing St George’s Hill’s e-communications strategy to supporting motive8 through a thoughtful and future-focused website redevelopment, the work has been a brilliant demonstration of how we help brands grow with intention.
IRX, Amsterdam & The Global Active Network
Our trip to Amsterdam was a major milestone not just in client delivery for Racoon Media, but also in launching Aspire’s Global Active Network (GAN) – a new collaborative partnership model for PR agencies around the world. It was a shared effort across the team, and while the work was rewarding, it was the moments in between – the travel, the conversations, the shared dinners – that made it an experience to remember.
Personal Highlights – The Moments That Moved Us
Pushing Past Fear on the Thames
Monica stepped far outside her comfort zone during our paddleboarding day – facing storms, lightning and her own nerves. By the end, she was floating, laughing and reminded that team moments like these matter as much as any campaign.
Ultras, Family & Firsts
Lotty completed not one but two ultramarathons – the Cotswold Way and Race to the Stones – the latter made even more meaningful through her work on the Ultra 50:50 campaign. Running side-by-side with her mum made every mile more special.
Finding Space & New Perspectives
For Lory, this year brought two transformative experiences: moving out of London to the peaceful countryside, and taking part in The Speed Project with complete strangers. Both pushed her into new environments, revealing unexpected friendships, new landscapes, and a shift in how she sees the world.
The Power of Movement & Purpose
Layla rediscovered her love of challenge through the Sport in Mind 100K and the Threshold Endure Relays. These experiences – equal parts physical and emotional – reinforced the privilege of working in an industry where passion and purpose naturally intersect.
Miles, Mountains & Gratitude
Becky’s year included the London to Brighton 100km and her first half marathon, all while training for the London Marathon. The physical challenge brought gratitude, resilience and a deeper appreciation for what our bodies allow us to do.
Homegrown Adventures
Sam embraced a summer of UK exploration – the Highlands, the Lakes, the Cornish surf – proving that some of the best adventures can happen close to home.
Looking Ahead
At the start of the year, we marked the end of a 14-year partnership with On – a defining chapter for Aspire and an incredible journey that shaped our expertise and approach in many ways. While closing that chapter was bittersweet, it created space for an exciting new footwear partnership launching in 2026. Building on our experience helping brands scale, engage loyal communities and reach new audiences, this collaboration brings together shared values of heritage, authenticity and performance, and sets a strong tone for the year ahead.
2025 has been a year of movement – forward, upward, inward. We’ve strengthened partnerships, stepped into new spaces, launched new initiatives, and pushed ourselves personally and professionally.
Most importantly, we’ve done it together.
Here’s to more momentum, more meaning and more magic in 2026.
Want to learn more about Aspire’s work and services? Please get in touch at hello@aspirepr.co.uk to find out more.
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