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Stable Style: Course Walk Fashion
Project
Stable Style: Course Walk Fashion
Winter Equestrian Festival 2025
Course Walk Fashion Content Series
Location
Wellington, FL
Campaign
A recurring, original social content series filmed during Saturday night Grand Prix course walks at the Winter Equestrian Festival, designed to capture the intersection of equestrian sport, community, and fashion.
Inspired by traditional “street style” coverage seen at major fashion weeks, the series highlighted the effortless, elevated aesthetic of the equestrian and show jumping world - both athletes and spectators alike.
Objective
Celebrate the lifestyle and culture surrounding the Winter Equestrian Festival by showcasing attendees’ personal style and presence during one of the most iconic weekly moments of the season: the course walk.
The goal was to position Wellington International as not only a global hub for elite sport but also as a destination for modern equestrian fashion, luxury brands and community connection, appealing to both core fans and broader lifestyle audiences.
The Challenge
The equestrian space is rich with heritage but underrepresented in fashion and lifestyle media. The challenge was to reframe course walk coverage into something aspirational, relatable, and shareable.
Merging sport and style in a way that invited new audiences into the culture while celebrating existing ones.
The Plan
Develop a weekly content cadence around “Course Walk Fashion” to build anticipation and consistency throughout the season. Capture candid moments, outfit details, and atmosphere footage in real time, editing for a quick-turn social release that feels both editorial and community-driven.
Owned Channels
Published across Wellington International’s owned social media channels (Instagram Reels, TikTok, and Stories), driving high engagement through real-time posting and event-tagging.
The series extended reach beyond traditional equestrian audiences by tapping into fashion and lifestyle discovery algorithms and related communities.
Earned Channels
Encouraged organic shares from featured attendees, professional riders, and sponsors, amplifying visibility through cross-tags and re-posts.
The series sparked conversation across fashion and equestrian media, positioning Wellington International as a creative leader in sport-lifestyle content.
Content + Messaging Priorities
Community & Culture: Spotlight both athletes and attendees to celebrate the diverse Wellington community.
Fashion Meets Sport: Elevate equestrian style through editorial-quality storytelling and detail-focused content.
Real-Time Access: Capture and share live from the course walk to bring audiences behind the scenes of the sport’s most iconic ritual.
Lifestyle Expansion: Broaden Wellington International’s reach into fashion, travel, and luxury lifestyle audiences through aesthetic-led content.
Results
Consistent weekly engagement spikes during campaign period
2.1M+ total impressions across Instagram and TikTok
35% follower growth across seasonal window (January–March 2024)
Cross-platform audience expansion into lifestyle and fashion verticals
Conclusion
Stable Style: Course Walk Fashion transformed a beloved equestrian tradition into a style-forward digital series that connected community, culture, and creativity.
By celebrating fashion as part of the sport’s identity, the campaign redefined Wellington International’s presence within both the equestrian and broader lifestyle landscapes - proving that performance and style can share the same arena.
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