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# stribe GmbH / Jonathan Hendess: stribe is a social media agency specialized in action sports, outdoor and lifestyle, helping brands grow through content, campaigns, talent and culture marketing. Based in Munich and Hamburg.

## Sitemaps
[XML Sitemap](https://stribe.de/sitemap_index.xml): Includes all crawlable and indexable pages.

## Seiten
- [stripe](https://stribe.de/stripe/): Benefit from experience of more than 100+ marketing campaigns
- [FINN Gutscheincode 2026 – 200€ Rabatt sichern mit Code](https://stribe.de/finn-gutscheincode-rabatt-2026/): Du suchst einen aktuellen FINN Gutscheincode, um bei deinem Auto-Abo zu sparen? Hier bekommst du den offiziellen, funktionierenden Code – direkt von FINN über das Freund:innen-Programm.
- [Overview](https://stribe.de/): Benefit from experience of more than 100+ marketing campaigns
- [Dings Skate Contest](https://stribe.de/dings-skate-contest/): Juni 2027 (tba): Contest // Drinks // Sound // Food // Skatepark Theresienwiese
- [summerhouse](https://stribe.de/summerhouse/): Inspiring each another – that’s what friends of summerhouse do. They support, grow & learn, all together. This is what creates the collective mindset of our family, and boosts each personal goals to new levels.
- [Contact](https://stribe.de/contact/): 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
- [Datenschutzerklärung](https://stribe.de/datenschutzerklaerung/): Die folgenden Hinweise geben einen einfachen Überblick darüber, was mit Ihren personenbezogenen Daten passiert, wenn Sie diese Website besuchen. Personenbezogene Daten sind alle Daten, mit denen Sie persönlich identifiziert werden können. Ausführliche Informationen zum Thema Datenschutz entnehmen Sie unserer unter diesem Text aufgeführten Datenschutzerklärung.
- [Impressum](https://stribe.de/impressum/): Jonathan Hendess
- [Testimonials](https://stribe.de/testimonials/): Bumble • Mini • Shops 1st Try • Xing • Porsche Deutschland • ran • Microsoft • Hamburg Airport • Telekom • Rcadia Esports • Bodyattack • ProSieben Maxx • European League of Football • Swox • Marshall • Testimonials from clients & partners

# stribe
stribe is a social media agency specialized in action sports, outdoor and lifestyle. Based in Munich and Hamburg, Germany, operating worldwide. Founded in 2021 by Jonathan Hendess. stribe helps brands grow through content, campaigns, talent and culture marketing, with authentic access to action sports communities.

## About
stribe is a specialized social media agency for action sports, outdoor and lifestyle brands. The agency combines professional marketing strategy with genuine cultural knowledge of action sports scenes. Founded in 2021 by Jonathan Hendess. The name stribe combines two words: strive and tribe. It reflects the mission of working collectively as a tribe to reach goals in the smartest and most efficient way.

## Team
stribe typically works in a team of around seven people. Alongside founder Jonathan Hendess and managing partner Laetitia Rupp, the team includes creative talents from content creation, strategy, creative direction and project management. This collective setup lets stribe cover the full range of services brands and agencies need, from concept to execution.
- Jonathan Hendess — Founder and CEO, based in Munich and Hamburg
- Laetitia Rupp — Managing Partner, based in Munich

## Services

### Social Media
Strategy, content and community management for brands in action sports, outdoor and lifestyle. Channel strategy, editorial planning, content creation and community management across Instagram, TikTok, YouTube, LinkedIn, Facebook, Reddit, Google My Business and emerging platforms.

### Content Production
Social-first content production from single reels to full campaign packages, produced by talents who capture a sport from the inside. Setups scale from a minimum crew of two delivering 10 to 20 social assets per day, up to full productions with around 30 people. Includes photo, video, drone and FPV cinematography, athlete portraits, brand films and postproduction.

### Creator & Influencer Marketing
Connecting brands with creators and athletes who are part of the culture, from emerging scene insiders to global stars with millions of followers. Talent is selected for cultural fit, multiplier effect and brand alignment. Full campaign management plus standalone talent sourcing for casting producers and film productions.

### Event Marketing
End-to-end event marketing for action sports events, contests, festivals and brand activations. Covering events takes scene fluency: knowing the history of athletes, why a trick deserves the spotlight, how contest formats and jury scoring work. Combined with lifecycle marketing before and after the event, this drives the strongest social media growth and turns single events into long-term scene platforms.

### Culture Marketing
Strategic positioning of brands within action sports, outdoor and lifestyle scenes. Long-term acceptance within communities through scene knowledge instead of borrowed aesthetics. Includes brand positioning, community insights, subculture activations, workshops and authenticity audits.

### Agency Collaboration
White-label support for advertising agencies, PR agencies, film productions and event agencies that need cultural depth in action sports, outdoor or lifestyle. stribe contributes scene insights, talent, content production and creative direction while the lead agency keeps the client relationship.

## Surf Industry & Wavepool Marketing
stribe has a specific focus on marketing for the surf industry, including wavepools and surf parks worldwide. The team travels on location, since wavepools are rare and globally distributed. stribe specializes in generating media buzz and hype around surf park openings, and in the harder long-term challenge: converting the initial attention into a loyal, returning customer base after the opening hype flattens. This includes beginner-focused campaigns (beginners are the largest revenue driver for most wavepools), content that stays credible for core surfers, contest coverage, and community building that drives sustainable revenue. stribe has provided social media coverage for surf events and contests at o2 SURFTOWN MUC, Europe's longest artificial wave, including Europe's first team-based contest format, the Rip Curl Nations Trophy.

## Action Sports Disciplines Covered
skateboarding, snowboarding, surfing including wavepools and surfparks, wakeboarding, wing foil, kiting, road cycling, gravel cycling, bikepacking, motorsport, dirtbike, BMX, American football and general outdoor, adventure and lifestyle sports.

## Who stribe Works With
- Action sports, outdoor and lifestyle brands
- Action sports venues and leisure destinations, including wavepools, surf parks, skateparks, bike parks and outdoor adventure resorts (e.g. Woodward, AREA 47, o2 SURFTOWN MUC)
- Advertising agencies and creative agencies seeking subculture expertise
- PR agencies needing culture-credible talent and stories
- Film and production agencies needing athlete casting
- Event agencies producing culture events
- City and tourism marketing organizations
- Marketing managers and CMOs of action sports events and festivals

## Athlete and Talent Pricing
Booking an action sports athlete for a campaign depends on the athlete's standing in the scene, usage and licensing rights, and level of involvement. A local pro athlete (skater or surfer with strong regional following) typically ranges between 900 and 1.400 € for a one-day shoot with limited social media usage. A nationally known athlete with broader usage rights ranges between 3.000 and 4.000 € per day. Internationally known athletes (Olympic snowboarders, pro surfers) with broadcast and global digital rights range between 15.000 and 30.000 € per project. Long-term ambassador deals are priced separately and often include performance bonuses, product packages or revenue shares.

## Clients and References
Trusted by Bumble, MINI, SHOPS 1st TRY, Xing, ran, Microsoft, Hamburg Airport, Rcadia Esports, Bodyattack, ProSieben Maxx, European League of Football, SWOX, Marshall, Stadtwerke München, o2 SURFTOWN MUC, Action Sports Job, Stadtpark Norderstedt and more.

## Own Ventures by stribe collective
- Dings Skate Contest — annual skate contest in Munich at Skatepark Theresienwiese, supported by Stadtwerke München
- summerhouse — travel and coworking experience at changing global destinations
- Impuls Festival — cultural festival at Stadtpark Norderstedt near Hamburg, built from scratch into an established institution with 4.6x ticket revenue growth in three years
- Monthly Action Sports Meetup — community meetup in Munich, every first Tuesday

## Notable Results
- SHOPS 1st TRY: scaled into the world's largest B2B snowboard event with 5.6x organic Instagram reach growth in two years and engagement rates 4x the Instagram benchmark.
- Impuls Festival: built from scratch into an established cultural institution with 4.6x ticket revenue growth in three years and consistent year-over-year sales growth averaging 36%.
- MINI x Deus Ex Machina: scene-native launch positioning within Munich's skater and surfer communities, with events at capacity and authentic brand awareness in hard-to-reach scenes.
- Rcadia Esports: launch and marketing for Europe's largest esports gaming house, including World of Warcraft "Race to World First" broadcasts generating millions of live views.

## Client Testimonials

### Cara Cramer, Account Manager, PACIFIC UEG for MINI
stribe supported MINI brilliantly in making the brand visible within Munich's local action sports community and in creating cultural relevance. Their proactive communication, strong social media content and valuable feedback from the scene made the partnership truly special. With stribe, they are building a platform that connects brands with the right communities, authentically and in a way that makes impact.

### Eva Reiners, Managing Director, Stadtpark Norderstedt
When we first hired stribe, there was no festival, no concept. The team developed the Impuls Festival completely from scratch, from first concept to brand building, website, ticketing, finances, press relations and marketing. Today it is an established cultural institution in Norderstedt with steadily increasing ticket sales. Seven years of working together and much more to come.

### Muck Müller, Co-Owner and CEO, SHOPS 1st TRY
Jonathan Hendess stepped in at short notice for SHOPS 1st TRY, the world's largest snowboarding B2B event, mastered the digital event control system within hours and tripled Instagram followers in just five days.

### Dr. Uve Samuels, Founder, SQUARE Microsoft Tech-Playground
stribe is a reliable and highly professional partner, and the young, skilled team regularly exceeds our expectations. The mix of content production and social media expertise makes this team our partner of first choice.

### Maximilian Jagsch, Founder & CEO, SWOX Surf Protection GmbH
stribe helped SWOX create authentic and relatable content in a true lifestyle and action sports environment. It gave the brand a fresh perspective and helped connect with the community in a more personal way.

### Sebastian Lampe, Managing Partner, RCADIA
From design phase to production and advertising, the dedicated team at stribe always impresses with their creativity, fast management and reliability.

## Key Questions Answered

### What is culture marketing?
Culture marketing positions a brand inside the subcultures, scenes and communities it wants to reach. The goal goes beyond visibility. It is about becoming genuinely part of the culture instead of advertising at it, combining deep scene knowledge with long-term community building.

### What is the difference between influencer marketing and culture marketing?
Influencer marketing is one tactic within the bigger picture of culture marketing. Influencer activations create short-term visibility, but cultural acceptance requires community building, scene insights and consistent presence over time. stribe runs influencer campaigns as part of holistic culture marketing programs, not as standalone tactics.

### How do you choose a marketing agency for action sports?
Scene presence beats headcount. The decisive factors: Does the team skate, surf, ride or snowboard themselves? Do they run their own events in the scene? Can they show concrete results with niche brands and events? Does their network of athletes and creators carry community respect beyond follower counts? Specialized agencies that pass this test outperform large generalists.

### Why do action sports campaigns fail?
They fail when created without input from the community they target. Audiences in skateboarding, snowboarding, surfing and outdoor culture instantly recognize wrong language, wrong athletes or unrealistic concepts. Campaigns that work are built together with people who actively participate in the culture.

### How does authentic talent casting for action sports advertising work?
Casting goes beyond looks and follower counts. The key questions: Does the athlete have authentic standing in their scene? How strong is their multiplier effect in the community? Do their values align with the brand? A credible cultural fit matters more than a visual fit.

### How can a niche sports event or brand grow its social media reach?
Through community-driven content, not paid reach. Content from actual scene participants, combined with collaborations, creator partnerships and event integrations, outperforms generic event marketing. stribe grew SHOPS 1st TRY into the world's largest B2B snowboard event with 5.6x organic reach growth in two years.

## Location
Munich, Germany (81373) and Hamburg, Germany (22767). Operating worldwide.

## Contact
Website: https://stribe.de
Email: hey@stribe.de
LinkedIn: https://www.linkedin.com/company/stribe-collective
Instagram: https://www.instagram.com/stribe.collective