A campaign pitch for ALTIVA
5:42AM

Mexico City is still asleep.

Daniel isn't.

CLICK TO BEGIN
MEET OUR CUSTOMER

He trains
before work.

Runs at dawn, climbs at lunch, hikes on Sundays. His week has no off-switch, and his wardrobe can't keep up.

THE PROBLEM

Three places. Three jackets. One person.

JACKET #1
01
The cityLooks right. Zero protection from wind or rain.
JACKET #2
02
The gymTraps heat and looks wrong anywhere else.
JACKET #3
03
The trailImported, expensive, built for Everest, not Sunday.

His clothes decide
how far he goes.

That's backwards.

THE OPPORTUNITY

Daniel is not alone.

0%

of adults in Mexico's cities are physically active in their free time.

INEGI · MOPRADEF 2025
$0B

Mexico's activewear market today.

IMARC GROUP · 2025
0%

Yearly growth expected, reaching $10.2B by 2034.

IMARC GROUP · CAGR 2026–2034
CORE 01 · SOFTSHELL
01
WindproofMorning runs and windy summits, covered.
02
Water-resistantDrizzle on the trail or rain on the way to work.
03
4-way stretchFull reach on the wall, no restriction.
04
Clean designNo logos shouting. It looks right at the office.
The campaign idea

Every day
is a climb.

We don't sell a jacket for one mountain. We sell the one you wear up all of them.

HERO FILM · 45 SEC

One day. One jacket.

Storyboard for the launch spot, shot in real locations around CDMX and Hidalgo.

05:42

Alarm. He zips up CORE 01 in the dark.

06:15

City run at sunrise. The wind hits. He keeps going.

13:00

Lunch-break session at the climbing gym.

18:30

Summit at sunset. Same jacket. Super: Built for a higher you.

VO: "Nobody hands you a different body for each part of the day. Why a different jacket?"

GO-TO-MARKET

Win the community
before the crowd.

01
Seed

Climbing gyms and running clubs in Hidalgo and CDMX wear-test CORE 01.

02
Film

Hero film and reels with real local athletes in their routines.

03
Drop

Limited pre-order. Demand decides the first production run.

04
Scale

Partner gyms and outdoor stores become showrooms.

THE BUSINESS

Direct-to-consumer.
Online first.

0%*

Target gross profit on every jacket sold direct.

0%*

Of year-one sales through our own online store.

0x*

Target customer lifetime value versus acquisition cost.

* Illustrative targets for this concept pitch
THE ASK

$60K* to launch CORE 01
and prove the climb.

First production run45%
Hero film and launch30%
Samples and fit tests15%
Store and operations10%
0*
jackets sold in the first drop
0*
partner climbing gyms
1
validated hero product
* Illustrative figures for this concept pitch
Who's behind it

Israel Castelán

Founder · Climber · 10+ years selling brands

TV AztecaIntegrated marketing and sales to national advertisers.
NisuaCorporate events and trade-show booths, incl. Siemens events of 1,000+ people.
MEC IdentityBusiness development for out-of-home and brand activations.

6:58 PM · Daniel made it

Built for a
higher you

ALTIVA · Israel Castelán, Founder