This year at The Traka, we partnered with Neversecond to create a series of brand activations that didn’t just show up — they stuck. While most brands focused on race-day presence, our goal was different: to build a multi-day, multi-sensory experience that gave people more than just a gel. It gave them something to take home.

At the center of it all was The Gravel Times — a publication that became the physical and emotional anchor of Neversecond’s Traka presence. Around it, we crafted live experiences, curated physical spaces, and delivered VIP-level race access. Here's how we made it happen.

The Gravel Times

Concept, editorial, design, print, and distribution by Athletic Affair

At the heart of Neversecond’s presence during The Traka was The Gravel Times — a 32-page printed newspaper we conceptualized, designed, wrote, and produced from the ground up. More than a campaign asset, it was a physical expression of brand voice, humor, insight, and community connection.

We deliberately created The Gravel Times to break free from the typical time-boxed brand activations tied to race expos or start-line handouts. Instead, we gave people something tangible to engage with — any time, anywhere.

Distributed across Girona — in coffee shops, bike shops, restaurants, hotels, and at our pop-up and VIP vans — it quickly became the unofficial companion of Traka week. Whether you were grabbing your morning espresso or queuing for your race bib, you saw it. Everyone in town had a copy in their hands at some point.

Inside, we packed it with rich, readable content:
– Exclusive athlete interviews with Mattia de Marchi, Sofia Gomez-Villafane, and Matt Beers
– A brand message from Neversecond CEO Bill Armstrong
– Local insights, ride recommendations, food highlights, horoscopes, rumors, classifieds — and just enough chaos to feel human

The response was instant and organic. Riders shared it. Cafés ran out of copies. Locals asked for extras. It wasn’t just a promo piece — it became a conversation starter, a collectible, and a clear sign that Neversecond was doing something different.

For a brand entering the Iberian Peninsula with limited physical presence until now, The Gravel Times created wide, sustained visibility and gave Neversecond a voice people could see, hold, and actually want to read.

Athlete Talk at Casa Athletic

As part of our activation series for Neversecond at The Traka, we hosted a live athlete talk at Casa Athletic — an intimate, community-first venue in the heart of Girona. The event featured Neversecond athletes Mattia de Marchi and Matt Beers, and was open to the public via sign-up, creating a relaxed but structured environment for real conversation.

We took care of the full event production: coordinating athlete participation, managing comms and RSVPs, handling on-site flow, and serving branded refreshments to guests.

But the real value was in the conversation. The athletes shared detailed insights into their race preparation, fueling strategies, and in-race decision-making — giving attendees a rare inside look at how elite performers approach gravel racing from both a physical and nutritional standpoint.

From pre-race routines and hydration protocols to adapting fueling plans mid-race, the discussion was filled with practical takeaways. Attendees didn’t just listen — they learned.

VIP Race Experience

Concept and execution, including preparation of two fully branded custom vans.

We created a premium on-course experience for Neversecond by preparing and branding two custom vans that followed key moments of the 360 km and 200 km routes. Curated for media, influencers, and special guests, the experience offered front-row access to the race in a mobile, relaxed setting. From logistics and route timing to guest coordination, we managed every detail to ensure smooth execution and strong brand presence throughout the day.

The setup allowed guests to experience the race from decisive vantage points, while engaging directly with Neversecond’s fueling philosophy in real time. It offered a fresh, human-scale way to build brand credibility — without needing a logo on the start line.

A focused, high-impact format that delivered visibility, storytelling, and strong relational value.

Neversecond Pop-Up

Creative direction, spatial design, production, and point-of-sale setup.

Located next to the ever-popular La Comuna café, we built Neversecond’s first physical point of sale in the Iberian Peninsula. We led the creative direction and production of the space — making it not just functional but magnetic.

The pop-up became a daily meeting point during Traka week. Athletes launched their recon rides from here. Visitors dropped by for product education, tasting, and a sense of community. We integrated sampling with storytelling, and retail with real conversations.

The space remained open throughout the duration of The Traka and beyond, continuing to serve as a local hub for riders and brand fans alike.

Through thoughtful design, layered storytelling, and real-world engagement, we helped Neversecond stand out in Girona without ever needing to chase the spotlight. From The Gravel Times in everyone’s hands, to a buzzing pop-up, intimate athlete moments, and VIP race access — every activation worked together to build brand presence that felt lived, not staged. It wasn’t about being loud. It was about being everywhere that mattered.