Brand Ops & Content · 2026
BLACKYAK
BLACKYAK China · Brand operations
An outdoor brand born in the Himalayas in 1973, finding its people in China — on mountain trails, in race teams, and among creators who truly live outdoors.
Not louder ads — real people on real trails.
- Role
- Creators · Trail-running team · Events & community · Content
- Scale
- 1,900+ ambassador applications · 110+ creators
1,900+Ambassador applications
110+Creators
4,600+User-uploaded content
1973Brand founder
The challenge
BLACKYAK was born in the Himalayas in 1973, yet few Chinese consumers knew it. In a crowded outdoor market, advertising alone could not build trust.
Our approach
Anchored in "THIS IS HIMALAYAN", we led with trail running: putting the brand on real mountain runners, letting them use it and talk about it — building trust through real people.
What we delivered
- Tianjian Ambassador recruitment: online sign-up, screening and selection
- Trail-running team building and race kit (Yanbian 100 and more)
- "Little Yak's Message in a Bottle" creator product relay
- Seasonal creator collaborations incl. Ice Fresh
- Trail-running editorial series "The Climb Within"
- Annual tentpole proposals: Himalaya roadshow / Kubuqi expedition camp
- Digital brand-ops back office (sign-ups, creators, data)
- Creator campaign reviews and monthly market reports
Gallery
21 photos · Click to enlarge
