A campaign pitch for ALTIVA

Mexico City
is still asleep.

It's 5:42 AM.

Daniel isn't.

5:42
Thursday, 6 March
⏰
AlarmRun before work. 6 km.
⛰
Climbing gymLunch session booked · 13:00
Meet our customer

He trains
before work.

Runs at dawn, climbs at lunch, hikes on Sundays. His wardrobe can't keep up.

06:15City run
13:00Bouldering
SunTrail hike
The problem

Three places. Three jackets.
One person.

JACKET 1
The cityLooks right. Zero protection from wind or rain.
JACKET 2
The gymTraps heat and looks wrong anywhere else.
JACKET 3
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%
Active adultsUrban Mexicans who train in their free time. INEGI 2025.
$0B
Market sizeMexico activewear in 2025. IMARC Group.
0%
Yearly growthExpected CAGR to 2034, reaching $10.2B.

ALTIVA

One jacket for the whole climb: gym, trail and city.

CORE 01 · Softshell

Built for every climb.

WindproofMorning runs and windy summits, covered.
Water-resistantDrizzle on the trail or rain on the way to work.
4-way stretchFull reach on the wall, no restriction.
Clean designNo logos shouting. Right at the office.
3-in-1gym · trail · city
4-waystretch fabric
Made in MXlocal production
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 around CDMX and Hidalgo.

05:42

Alarm. He zips up CORE 01 in the dark.

06:15

City run at sunrise. Wind hits. He keeps going.

13:00

Lunch-break session at the climbing gym.

18:30

Summit at sunset. 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.

STEP 01
Seed

Climbing gyms and running clubs wear-test CORE 01.

STEP 02
Film

Hero film and reels with real local athletes.

STEP 03
Drop

Limited pre-order. Demand decides the first run.

STEP 04
Scale

Partner gyms and stores become showrooms.

The business

Direct-to-consumer. Online first.

0%*
Gross profitTarget on every jacket sold direct.
0%*
Online salesYear-one sales through our own store.
0x*
LTV : CACTarget lifetime value versus acquisition cost.
* Illustrative targets for this concept pitch
The ask

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

Use of funds

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