Speedgoat

Karl Meltzer is the Speedgoat. He’s won more 100 mile trail races than anyone else, 47 and counting. From Hard Rock to Wasatch, and Vermont to Massenutten, steep technical terrain is where the Goat thrives. At 55, while his splits have slowed, his aid station visits resemble something more like a formula one pit stop, helping him keep his 20 year 100 mile race win streak alive. Before he hangs up the shoes, the Speedgoat has set his sights on crossing his 100th 100 mile finish line. He selected Tailored Creative to partner in bringing his vision of Speedgoat Trail Running Company to life. Speedgoat is more than just another running lifestyle brand. It inspires and engages endurance athletes. You don’t just find out how to train, what to eat, or which gear to wear⁠—you find out what makes leaving the pavement for the trail so special.

Foundation

Trail running is a worldwide phenomenon gaining traction at record pace. Full immersion into the trail running world requires running on trails. While our entire team runs for exercise, we're not ultra trail runners. At least one of us would have to take on ultra running. We've all now run trails while pouring over the data and found that less than one percent of people who practice running as a sport do so on trails, even less run beyond the marathon distance. We're using our insights and fusing them with Karl's simple and essentials only approach to training/racing to build this brand.

Optics

Illustration and vibrant colors take center stage for Speedgoat. A fresh take on the goatman has produced a recognizable icon while paying homage to the past. We've built a suite of lockups for myriad applications.

Narrative

The unwavering message for Speedgoat is to keep things simple. There's no need to complicate training, racing, nutrition, or recovery to be a competent trail runner. We want as many able bodied people as possible to join Speedgoat's movement of essentialism on the trails.