FRONT RUNNER

Cryder Makes formed a long-term creative partnership with Front Runner Outfitters, a respected manufacturer of safari grade roof racks, accessories and adventure gear.

Our mission was to reinvigorate and reposition their respected but little known South African safari brand to connect with a sophisticated, globally aware and empowered customer culture. While other brands participated in a race to the bottom of the marketplace with ever lower price points and standards to match, we made an intentional effort to elevate the Front Runner brand with a distilled customer experience and refined product portfolio.

And that product portfolio is unlike anything the adventure loving creative class has seen or experienced before. We offered corrosion proofed machined aluminum materials, rugged engineering and beautiful product design to a customer that has only been offered rubber, plastic and pot metal. 

Along the way we inspired our customers to live daring lives, travel to distant extremes and share their adventures with the rest of the world as they punched over the next horizon. 

A BRAND AMBASSADOR DRIVEN CONTENT PROGRAM DESIGNED TO BREAK OUT OF THE ZOO:

The Front Runner Pride is a specialized ambassador program for creatively driven athletes and adventurers that have a common love of vehicle enabled adventure. They also share a profound ability to tell stories that inspire their followers and shape culture.

We gave them simple but compelling mandate; live the brand and share your adventures.