From concrete to gravel
Urban life at one end, open ground at the other, and brands that have to work in both. Strategy and creative for outdoor, sport and functional fashion.
Recent work
Let’s be honest,
Most brands in this industry have the product right. What’s missing is the line between the business decision and the work people see. Strategy gets written in one room, creative in another, and what ships resembles neither.
We do both.
In the same room.
(1) Strategy
Where your business is going, who it’s for, and what it can credibly own. Positioning, go-to-market, portfolio, insight.
(2) Brand + Communication
The identity and the language that make the strategy legible. Brand systems, messaging, content, creative direction.
(3) Partnership + Activation
The rooms, partners and moments that put the brand in front of the right people. Collaborations, community, events, showrooms.
Anna — Strategy.
Lea — Creative.
Seven years across ISPO Munich, nanacom and ARYS, where Anna buys womenswear. Eight years in brand design and creative direction for Lea, from Converse EMEA to The Good Run and ARYS.
One of us comes from sport and outdoor, the other from fashion and lifestyle. The overlap is the business.
We do both sides ourselves and bring in specialists per project. Fritz Sturm of ARYS advises on company growth, Lars Holzbrecher of advanced.research on brand collaborations.
A new era of functional fashion
C2G × ARYS × Advanced Research
Urban culture and outdoor performance are pulling in the same direction. In November 2025 we built the first space to argue it: Concrete to Gravel, across ISPO week in Munich.
- PartnersARYS, Advanced Research
- WhereGoldwin Store · AKKVRAT Space, Munich · ISPO
- Year2025
- ScopeVisual identity, showroom and booth, media and community activations, content strategy, partner integration
The challenge
Functional fashion doesn’t fit a hall. Too technical for lifestyle, too styled for performance. At the industry’s biggest fair, a category shaped by both had no room of its own, and no shared language to be discussed in.
What we did
With ARYS and Advanced Research we built the identity, a showroom and a trade fair booth, and ran the week as one programme. The kick-off at the Goldwin Store, supported by Gore-Tex, carried two panel talks on functional fashion as a cultural category. AKKVRAT Space then became a two-day public exhibition of key pieces, materials and perspectives from leading brands, with a social run hosted with DERU and Pas Normal Studios Munich and the C2G Social Night to close. We developed the media and community activations, the content strategy and the partner integration.
Outcome
500+visitors in our space301contacts from the space241korganic views, 53k social reach
Both side formats were fully booked: the kick-off at the Goldwin Store (112) and the social run with DERU and Pas Normal Studios Munich (49). ISPO itself drew more than 20,000 visitors that week. Figures are footfall, contacts and reach, not sales.
“Seeing Concrete to Gravel come to life and spark so much genuine exchange was pretty special.”
Christoph Rapp, ISPO
Houdini × Demon launch
Silvestre at ARYS Store
Houdini and Demon came together for Silvestre: technical mountaineering heritage meeting refined minimalist design. ARYS Store was one of ten retailers worldwide to launch it.
- BrandsHoudini × Demon
- ProductSilvestre
- PartnersARYS Store
- Year2026
- ScopeCreative concept, communication strategy, social communication, invitation management, event partner acquisition
The challenge
ARYS Store was one of ten retailers worldwide carrying Silvestre, and the Berlin launch was ours to build on a €1,500 budget. Nine other cities were releasing the same shoe the same week.
What we did
We developed the creative concept and the communication strategy, ran the announcement across social and handled invitations and RSVPs. The evening was hosted at Die Bemme on Lychener Straße, whose kitchen works from forest and mountain ingredients — the collaboration in the room rather than on a wall.
Outcome
~80guests in the room26kviews across social
Two brands at equal weight, partners who carried the evening beyond the store, and a shoe people picked up rather than walked past.
CEP × ISPO community run
Product test, ISPO Munich
The biggest trade fair in the sports industry, and a shoe that only makes sense once it is on your feet. With CEP we turned the stand into a test run.
- ClientCEP
- LocationISPO, Munich
- Year2025
- ScopeConcept and execution of B2B and community formats, cooperation partner acquisition
The challenge
Buyers decide on a shoe they have never run in. CEP wanted them on their feet in the product before the order, and a format that put the brand somewhere other than behind another booth.
What we did
We built the test run alongside the fair: B2B sessions where buyers ran in the newest CEP shoes, and a community run led by runningshoesworld (255k followers) that pulled runners in from outside the halls. We brought in the cooperation partners that made both work.
Outcome
30runners in the community run
A closer line between retailers and the brand, and feedback straight from the buyers who had just run in the product.
“The project was excellent, and we felt very comfortable working together.”
Florian Weber, CEP
