Case study · FITNESS TECHNOLOGY & WEB3
Usain Bolt Partnership Takes a Web3 Fitness App Into Mainstream Media
Centering Step App’s rollout on Olympic legend Usain Bolt as a global ambassador generated 48 total placements and over 100 million impressions in tech, fitness, crypto, and lifestyle publications.
24
Unique Placements
48
Total Placements With Syndication
100M+
Media Impressions
Overview
PRACTICE: Earned Media | Product Launch | Partnership Announcement
Step App is a Web3 move-to-earn platform that rewards users with cryptocurrency for physical activity. The company engaged 5W to launch the platform, promote its private beta, and announce global sports icon Usain Bolt as its official brand ambassador.
Discover
While crypto trade media covers move-to-earn news regularly, reaching broader fitness and culture outlets required a compelling story that appealed to journalists outside the blockchain ecosystem.
Define
“Usain Bolt gave mainstream reporters a reason to write about a crypto fitness app.”
5W structured the campaign around Usain Bolt's star power and Step App's gamified fitness approach, offering mainstream reporters an accessible cultural and wellness angle.
How 5W ran the program
Drive
- Anchored launch pitching around the high-profile Usain Bolt global ambassador partnership announcement.
- Emphasized gamified fitness and health benefits over technical Web3 concepts to engage mainstream writers.
- Synchronized announcement coverage with the private beta app rollout.
- Managed media syndication paths, expanding 24 original articles into 48 overall placements.
Results
24 unique placements · 48 total placements with syndication
The narrative strategy connected Web3 media with mainstream lifestyle press, resulting in extensive coverage in both verticals.
- Earned coverage in HYPEBEAST, VentureBeat, The Drum, TrendHunter, and AfroTech, which syndicated to Yahoo!.
- Placements in several leading crypto and Web3 publications.
Coverage included
