From sponsorships
to a premium athlete media
The brief
MAYA developed A-thletes, a digital platform by Hublot built to engage the athletic community through powerful storytelling - exploring athletes' lives beyond competition through human-centered stories on values, mindset, and personal journeys. Behind the scenes, MAYA crafted the full strategy, led editorial direction, sourced talent, and produced written and multimedia content, while overseeing the platform's design and launch. The result: a stronger emotional connection with audiences, a reinforced premium sports positioning, and a distinctive media asset that extends Hublot's brand authority beyond sponsorship.
