Starbucks is partnering with Strava to reach its wellness community. Strava’s 180M global users can post their workouts and get “kudos” from other members, and in May, those who walked 22 minutes a day for 10 days could win a designer Starbucks branded weighted vest. It’s another example of brands aligning themselves with status wellness products—from limited smoothies at Erewhon to protein in everything. Strava has also had partnerships with Virgin Atlantic, L’Oreal, Chipotle, and more offering rewards for completing a fitness challenge. The app emphasizes that Gen Z is “tired” of being home and looking for “human connection.” YPulse’s 2026 Prediction Report also told brands that as social media becomes more about entertainment, community is moving to hobby-focused apps and specifically called out Strava as one to know. (Digiday)
👀 Read more from YPulse: Gen Z Turned These 3 Apps into Their New Social Media
