PONTEVEDRA WORLDS

The 2026 World Triathlon Championship Finals in Pontevedra, Spain brought the world’s best triathletes together for the major championship of the season. For USA TRI, it was an opportunity to showcase the athletes competing on the world stage while continuing to build @USATRIElite as a platform for athlete-first storytelling.

Goal / Challenge

Strengthen USA TRI’s storytelling at the World Triathlon Championship Finals by moving beyond traditional race coverage and creating a stronger connection between audiences and the athletes representing the United States on the world stage.

Strategy

Build a video and athlete first storytelling approach for @USATRIElite that focused on the people behind the performance: their personalities, experiences, and journeys to the World Championship.

Execution

• Led the social strategy and content development for @USATRIElite throughout the World Championship.

• Built a video-first content mix centered on short-form video, athlete features, and behind-the-scenes storytelling.

• Developed pre-race, race day, and post-race content that told a more complete story of the athletes beyond their results.

• Captured moments that made USA TRI feel more human and connected to its audience.

• Collaborated with athletes, photographers, videographers, and internal teams to identify moments that could become meaningful stories.

• Used performance insights to refine the content mix and continue shaping the USA TRI social voice.