Back in 2017, one of Austria’s most popular newspapers, Die Presse, started up a sports magazine with a difference. Enter 110%: a magazine with a fresh look and unique feel, focusing on capturing the style, look, and feel of the Austrian sporting world. 110% inhabits a visually striking centre ground between lifestyle and sport magazine, yearning for its content to be presented in a modern way.
Each cover story was created on-location – out in the woods of Styria, in the Alpine mountains, even marathon running through Vienna – and in a notably spontaneous and freeform creation process. A digital consultant from wild, along with 110%'s copywriters and photographers, travelled out into the field together, formulating the story’s look and feel on the spot.
It was a sustainable and easy-to-repeat solution, with the added advantage of allowing ad content – such as links to online clothing stores and other sponsors – to be integrated seamlessly into the story. Products are showcased throughout the story’s visual side, users being calmly directed towards the opportunity to purchase.