Help the International Canoe Federation (ICF) connect with more recreational and lifestyle paddlers worldwide. 


The recreational / lifestyle paddler audience was identified in ICF audience research, conducted by Redtorch in 2019, as having the greatest potential for ICF audience and commercial growth. Recreational / lifestyle paddlers are passionate about outdoor living, finding new places to paddle and are environmentally conscious. 


Redtorch developed an innovative global digital fan engagement campaign – the #Paddle100, which had three objectives:

1. engage and grow ICF’s audience of recreational kayak, canoe and SUP fans

2. create content that has evergreen value and creates a new content stream for ICF

3. generate a new sponsor opportunity for ICF

#Paddle100 asked canoeists, kayakers and stand-up paddlers worldwide to share their favourite paddle spots at home and abroad. It provided an escape during a challenging year when live events and competitions were cancelled.

Professional and recreational paddlers alike engaged with #Paddle100. The campaign reignited the spirit of paddle and gave fans a boost to look forward to a fantastic year of paddle sports ahead of Tokyo 2020.

Running from March to May 2021 and supported by a media buying programme, the campaign culminated in the first ever official list of the 100 greatest places to paddle, as judged by the world’s greatest paddlers.

Star athletes involved in the campaign include selected Tokyo 2020 Olympic canoeist Pedro Gonçalves (Brazil, slalom) and Nevin Harrison (USA, sprint), Tom Dolle (France, freestyle), Nejc Žnidarčič (Slovenia, wildwater) and Sonni Hönscheid (Germany, SUP).

The campaign is sponsored by SOMWR – the climate-positive apparel brand dedicated to protecting and improving the environments loved by paddlers.


1. 100 top paddle locations were ranked by a paddle-specific criteria to create the final #Paddle100 list

2. 33m impressions brought together canoe, kayak and SUP lovers highlighting their love and passion for the sport

3. 750k social media engagements by fans, paddlers and National Parks

4. 290 posts of content started to reposition the ICF in paddle lifestyle and paddleboard sector, creating a new content stream

5. ICF signed a new sponsor, SOMWR – the climate-positive apparel brand dedicated to protecting and improving the environments loved by paddlers.

The ICF is thrilled the take up of paddling sports has increased so dramatically despite the adversity of the pandemic. We want people to remain active and enjoy the outdoors, by discovering these idyllic locations recommended by some of the best athletes and adventurers. We’re all dreaming of travelling again, so we hope people can explore the sport locally and eventually globally, when it’s safe to do so.
Adam CollinsDigital Media ManagerInternational Canoe Federation

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