Veloci · June 2026 Roadmap

01

Performance running with a distinct silhouette. Founder-runner credibility, not corporate athletic.

The moat is authenticity plus visual distinctiveness. Tyler is the runner on screen; the silhouette does not look like Hoka, Nike, or Adidas. The creative carries both. June leans into the migration argument: there is a Hoka rider who has not found their next shoe yet, and the brand earns the next-shoe slot through founder credibility and silhouette difference.

Founder voice anchors the M2 hero. Tyler on-camera in lived running context, not styled studio. The credibility argument compounds across cohorts.

02

Three macros run in June. Spend allocation calibrated to where the account has converted to date.

M1 · Performance Runner (Maintenance · 25-30% spend)

The runner cohort already converted on performance credibility. Holds the efficient spend. June refreshes hooks within this lane rather than expanding it.

• Primary hooks: training-block proof, miles-per-week credibility, founder-runner authenticity
• Asset count: 8 assets across the month

M2 · Hoka Migration (HERO · 45-50% spend)

The hero macro. The Hoka rider looking for the next thing. Founder-on-camera concepts, silhouette comparison, distinct-look framing. Where the month is won.

• Primary hooks: silhouette differentiation, founder credibility against corporate athletic, "next shoe" framing
• Asset count: 16 assets across the month

M3 · Creator-Diversity (TEST · 20-25% spend)

Trybe creator slate. Body-type diversity, run-style diversity, geographic diversity. Reads as a TEST macro to find what scales beyond the founder-runner core.

• Primary hooks: first-time-runner credibility, lifestyle running, run-club moment
• Asset count: 6 assets across the month

03

30 total assets across the month. Up from a baseline of 20. Cadence below.

04

The named concepts shipping by Saturday June 7.

M1 · Performance Runner

• Training-Block Proof · existing creator footage recut with new hook treatment; hook lane: "What 60 miles a week tells you about a shoe"
• Miles-Per-Week Credibility · static + short-form pairing; hook lane: "The runners who already know"

M2 · Hoka Migration

• Silhouette Side-by-Side · the visual argument; hook lane: "What your shoe says about who you run with"
• Founder-Runner Cut R1 · Tyler in lived running context; hook lane: "Built by someone who runs"
• "Next Shoe" Framing · 30-second migration argument; hook lane: "When your Hokas stop working"
• Static · Silhouette Anchor · single-frame visual differentiation; 3 variants

M3 · Creator-Diversity

• First-Time-Runner Spotlight · creator-led UGC; hook lane: "Started running this year. This was the shoe"

Day-3 signal check: thumbstop rate and 3-second view-through against May baseline. Day-7 read: spend allocation reweighted; M3 reread for whether creator slate earns its 20-25% or drops.

05

Where we start

• Daily Meta spend: $3.5K trending (target $4.5K post-rebalance)
• Blended CPA: ~$98 (target $70)
• Platform CPA: < $130
• Inventory constraint: tight until end-September product line
• Baseline asset cadence: 20 assets/month (June lifts to 30)

How we’ll know it’s working

• 30 assets shipped across the month
• Daily spend at $4.5K post-rebalance
• Blended CPA at or below $80 (path to $70 target)
• 6 EOS launch hero concepts staged by month-end
• M2 spend share at 45-50%

06

This week

• Tyler voice notes delivered by Week 1 EOD
• $70 CPA target confirmation on a 15-min call
• Shopify staff access + Trybe dashboard access for ongoing performance reads

Next week

• Founder-on-camera shoot commitment for W2-W3 (1-2 day shoot)
• Inventory rebalance date confirmation ahead of spend lift

Standing

• Mid-month check-in Thursday June 18
• Month-end review week of June 22 for July roadmap sign-off