Hylo Athletics, creator engine

Ten creators running IMPACT 2 and AXIS

A first roster of road runners filming real runs in Hylo's IMPACT 2 and AXIS, added two creators a week and judged on cost per 1,000 views.

creators live by week six: 10
creator videos a month at the full roster: 303
weeks from the first creator to the full roster: 5

Easy Sunday loop in the IMPACT 2 Coffee

One take at easy pace. The creator reads the cushioning line from the claims sheet, finishes the loop, and ends with the shoe on the doorstep.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	10 creators live in six weeks	Creators live by week: 0, 2, 4, 6, 8, 10. Two creators a week until the roster is full.
Who	Road runners who film real runs	Run club regulars, easy-pace loopers and honest gear reviewers who fit IMPACT 2 or AXIS.
Production	7 videos per creator per week	303 creator videos a month at 10 creators. One variable per test, losers killed early.
Pay	Three bands, caps $600 to $1,500	Starter $300, Standard $500, Premium $800 as base pay. Caps $600, $1,000 and $1,500.
Bonus	Cap bonus plus $50 at 100,000 views	Cap bonus $300, $500 or $700 by band. One $50 view bonus per creator per month.
Compliance	Every line comes from a claims sheet	Creators quote Hylo's own words. Anything else goes to your lead before filming.
Category rule	No health or injury promises	Shoes are talked about as Hylo words them: cushioning, grip, stability, versatility.
Goal	$1 per 1,000 views	The simulator prints $5.74 on today's assumptions against the $1.00 target.
Report	Every Monday, one table	Views, cost per 1,000 views, claims check and which hooks to kill or scale.
Decision	One brand-side lead signs off	I need one person to approve the claims sheet, the first roster and the paid-use step.

Part 1 of 15, continued

The program in numbers

Creators live at full roster: 10; Proposed
Videos per creator per week: 7; Proposed
Creator videos a month: 303; Calculated
Base pay per creator: $1,000; Proposed
Bonus past 100,000 views: $50; Proposed
Bonus at the top cap of the highest band: $700; Calculated
Program cost a month, bonuses included: $10,050; Calculated
Views a month at the assumptions: 1.8M; Calculated
Cost per 1,000 views: $5.74; Calculated
Target cost per 1,000 views: $1; Proposed

Part 2 of 15

Background

Former COO of Tabs. I built its creator program to 100M monthly social impressions, and the paid ad engine alongside it. The numbers below come from videos that program produced.

At Tabs I built the creator program to 100M monthly social impressions and the paid ad engine alongside it. This is the same playbook: a hook library, one variable per test, losers killed early. The category is new: I have not run athletic wear, so the claims sheet and your lead carry what I do not know.

monthly social impressions at Tabs: 100M+
views on one reel: 17.7M
views on one video: 8M
views on one video: 6.5M

Part 3 of 15

Why now

300+
Stores already carry Hylo
Hylo is stocked in 300+ stores globally, so creators can point viewers to a store near them as well as to the shop.
Published
Over 500
Five-star proof is already on the page
Over 500 5* Reviews sit on the home page. Buyer language is raw material for creator briefs and hooks.
Published
148
One product page, 148 reviews
A product page shows 148 reviews. Creators can speak to what buyers already care about instead of guessing.
Published
44
A second page, 44 reviews
Another product page shows 44 reviews: a second pool of buyer feedback to mine for hooks and objections.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views against a $1 target. The simulator shows $5.74 on today's assumptions, so closing that gap is the first job.
One variable per test
Each creator posts 7 videos a week. A test changes the hook or the shot, never both. Losers are killed early and winners enter the hook library.
Claims come from Hylo's copy
Creators quote lines like "Naturally stable." from the sheet. A line not on the sheet gets asked about first, never posted first.
One workspace for everything
Briefs, drafts, claim questions and reports live in one team channel. Your lead answers there before a video goes out.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

TomMon 8:30 AM
This week's brief: IMPACT 2 Coffee on an easy road run. Hook in the first second, one shot per idea. Quote only lines from the claims sheet.
MayaMon 10:15 AM
Can I say the IMPACT 2 is lighter than other running shoes?
Not yet. Use: "Wildly versatile. Balanced cushioning with a smooth, energetic ride and lightweight comfort." We confirm the lighter line first.
TomTue 4:00 PM
Second draft sent back. The cushioning line lands too late and the injury line has to go. Reshoot the opening with the shoe in frame.
Reporting botAppFri 6:20 PM
Maya's AXIS stability video passed 100,000 views, organic only. $50 bonus queued for review.
TomFri 6:45 PM
Check done: claims sheet clean, no health lines, caption quotes only approved copy. Cleared to test it as an ad.
Reporting botAppMon 9:00 AM
Weekly report ready: videos posted, views per video, cost per 1,000 views against the $1 target. Two hooks flagged to kill.

The messages illustrate the working channel, with invented people: briefs go out on Monday, claims questions get an answer the same day, and nothing posts without the check.

Part 5 of 15

Formats

Brief 01
First run in IMPACT 2
“I wore these for a full easy run, here is what I felt.”
One handheld take: shoes at ground level, then an easy road run. Read the cushioning line from the sheet once.
Brief 02
AXIS stability check
“Naturally stable. I put that line to the test.”
Film the AXIS from behind on a steady road run, then a talking close-up. Say only what the sheet allows.
Brief 03
Women's range try-on
“Women's AXIS or IMPACT 2? I ran both.”
Two pairs on the doorstep, a run in each, a side-by-side verdict. Describe feel only, no health talk.
Brief 04
Which shoe for which run
“Road running, 5-10km efforts, all day wear. Which one?”
Talk to camera before a run, then show the IMPACT 2 on the route and at the end. Keep to the fit line from the sheet.
Brief 05
Grip close-up
“Grip without the weight. Watch this sole.”
Close shot of the outsole on pavement, then a short jog. Say only the grip line from the claims sheet.

Every product line in a video comes off the claims sheet word for word, for example “Naturally stable. Plush cushioning and subtle guidance for a secure, comfortable ride.”, “Wildly versatile. Balanced cushioning with a smooth, energetic ride and lightweight comfort.”, “Over 500 5* Reviews”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Run clubs and local runners
Creators who already post road runs. Hylo is stocked in 300+ stores globally, so runners in store cities are a natural first search.
Existing reviewers
Buyers behind Over 500 5* Reviews already wear the shoes. With your lead's approval, invite the best writers to try a creator brief.
Short-video search
I search for road runners posting easy efforts and honest gear reviews, then screen them with the filters below.
Affiliate or ambassador page
No affiliate or ambassador page was found on the site, so there is no existing list. Runners your lead already knows come first.

Five filters, fewer each step

1Real running footage
The feed shows actual road runs, not studio shots. It fits a road running range.
2Takes direction
Sends a draft, accepts one change and reshoots fast.
3Honest on camera
Says what they felt and nothing the claims sheet cannot back.
4Fits one shoe
Matches IMPACT 2 or AXIS by running style, not just by follower count.
5Clean category record
No past posts promising injury relief or health results from footwear.

Part 7 of 15

Who we want

Easy-pace road runner
Posts regular short loops and talks through how a shoe feels.
Likely product: Men's IMPACT 2 - Stone
Run club regular
Films with the group and shows the shoes on real roads, in the pack.
Likely product: Women's IMPACT 2 - Sand
Stability seeker
Wants a secure ride and says so plainly, with no drama.
Likely product: Women's AXIS - Charcoal
All-day wearer
Wears running shoes for work and errands, not only for runs.
Likely product: Men's IMPACT 2 - Charcoal
Gear reviewer
Compares fit, grip and weight on camera, using only approved lines.
Likely product: Men's AXIS - Coffee
Eco-minded runner
Cares about materials and Hylo's mission to protect running environments.
Likely product: Women's IMPACT 2 - Undyed

Left off, every time

Always left out: anyone who promises injury prevention or any health result from shoes, compares Hylo to named rivals without sign-off, posts claims outside the sheet, hides the partnership, or asks for pay before sending a draft.

Part 8 of 15

First twenty

Road runners posting easy loops in neutral shoes
Run club organisers who film the group warm-up
Early-morning runners who post sunrise routes
Coastal path runners who show the coastline
City runners who show streets and crossings
Runners returning to the sport after a break
Trail runners who also run on the road
Marathon runners in a quiet training block
Weekend community-run regulars
Runners who review shoes honestly after long wear
Shoe collectors who compare cushioning on camera
Women runners who want a stable, comfortable ride
Men who wear running shoes all day for work
Commuters who run to the office
Runners who read materials lists before buying
Runners who talk about recycling worn-out shoes
Casual joggers who film their first runs
Fitness teachers who run on the side
Style-led creators who build outfits from Sand and Stone
Local runners near a stockist from the store locator

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Naturally stable. Plush cushioning and subtle guidance for a secure, comfortable ride.”
AXIS videos, spoken or on screen
“Wildly versatile. Balanced cushioning with a smooth, energetic ride and lightweight comfort.”
IMPACT 2 videos, spoken or on screen
“Stocked In 300+ Stores Globally”
Intro or outro lines pointing to the store locator
“Over 500 5* Reviews”
Social proof line, quoted exactly
“Free Delivery + Returns”
Call to action before the link
“Grip without the weight. 60% natural rubber is placed exactly where runners need it.”
Outsole close-up format
“Best for: Road running, 5-10km efforts, all day wear.”
Which shoe for which run format

Never said

Each one with the reason it stays out.

These shoes prevent running injuries
A health outcome. Creators only repeat the brand's own wording.
They fixed my sore knees
A health result from footwear and a personal claim the brand never made.
Lighter than every other running shoe
An open comparison. The brand's own lighter line carries a footnote.
The best running shoe on the market
A superlative with nothing behind it.
Guaranteed to make you faster
A performance promise the brand does not make.
Free delivery to every country
The site also shows a paid next-day option, and country coverage is not confirmed.

To confirm with the brand

Held until someone on the brand side signs off.

10% lighter than its competition*
The asterisk points to a footnote I have not seen. Confirm before any creator says it.
Mid – HyperBolt+ supercritical bio-based foam delivers lightweight cushioning with 60% energy return for an energetic ride.
A measured figure. Confirm the test behind it before creators repeat it.
You can return your products within 30 days of receiving your order, for an exchange, store credit or a refund.
Confirm it applies in every market the creators reach.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
For a first creator with a modest audience who posts steadily and proves the format works.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For creators whose runs reach the median view target and who take direction well.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For creators who keep landing breakout videos and can carry a whole range launch.
Bonus at the cap: $700

Under 100,000 views
$0
The base pay covers the work.
100,000 views
+$50 flat
Whatever the band.
1,000,000 views
Top-up to your cap
Bonus = band cap − base pay.

One bonus per creator per month, so one lucky video never resets the pay.
The bonus is judged per video: a single video must pass 100,000 views to earn the $50.
Only organic views count. Boosted or paid views never go toward the 100,000.
No bonus on a video that broke the claims sheet or the category rule, however far it travelled.

Starter: $600 cap − $300 fee = $300 bonus; Standard: $1,000 cap − $500 fee = $500 bonus; Premium: $1,500 cap − $800 fee = $700 bonus.

The bonus pays for reach after the work is done, never instead of it. One bonus per creator per calendar month keeps it an incentive and keeps the program cost predictable.

Part 11 of 15

Simulator

Read it as a test, not a forecast. On today's assumptions the program costs $5.74 per 1,000 views against $1.00. It hits $1 only if 4.2% of videos go viral or the median video reaches 21,711 views.

Program facts

Hylo Athletics creator engine, per month

Monthly cost: $10,050
Base pay: $10,000
Est. bonuses: $50
Videos / month: 303
Est. views / month: 1.8M
Cost per 1,000 views: $5.74

Above the $1 target at these inputs.

To hit $1, the roster needs about 10.1M views a month. That means about 4.2% of videos going viral, or a median near 22K views per video. That is why the day-90 gate exists: keep the accounts that clear it, replace the rest.

Proposed, not measured. Views = videos × median, breakouts at 10× the median, viral at 750K. Bonus: +$50 for a viral video, one per creator per month.

Part 11 of 15, continued

What moves the result

Cost per 1,000 views by median views per video
If the median is	Views / month	Monthly cost	Cost / 1K	Hits target
750	1.4M	$10,050	$6.96	No
1,500	1.8M	$10,050	$5.74	No
3,000	2.4M	$10,050	$4.24	No

Cost per 1,000 views by share of viral videos
If the viral share is	Views / month	Monthly cost	Cost / 1K	Hits target
0.3%	1.2M	$10,000	$8.44	No
0.5%	1.8M	$10,050	$5.74	No
1%	2.9M	$10,150	$3.52	No

The math. Videos a month = 10 creators × 7 a week × 52 ÷ 12 = 303. Views per video = (1 − 4% − 0.5%) × 1,500 + 4% × 10 × 1,500 + 0.5% × 750,000 = 5,782.5; 303 videos × 5,782.5 = 1.8M views a month. Cost = 10 × $1,000 = $10,000 base + 1 bonus × $50 = $10,050. Cost per 1,000 views = $10,050 ÷ 1.8M × 1,000 = $5.74 against a $1.00 target. To hit the target, either 4.2% of videos go viral or the median video reaches 21,711 views, other inputs held.

Move the sliders and the label recalculates. The result is only as good as the guesses behind it, so the median views, the share of breakouts and the share of viral videos are marked as Assumptions until the first month of posts replaces them.

Part 12 of 15

Phases

Creators live by week (proposed): 0, 2, 4, 6, 8, 10

0Wk 1
2Wk 2
4Wk 3
6Wk 4
8Wk 5
10Wk 6

Creator ramp by week
Item	Wk 1	Wk 2	Wk 3	Wk 4	Wk 5	Wk 6
Creators live	0	2	4	6	8	10
Videos a week	0	14	28	42	56	70
Base pay a month	$0	$2,000	$4,000	$6,000	$8,000	$10,000

Warm-up
Sheet, brief, screening
Your lead signs the claims sheet. I write the brief around IMPACT 2 and AXIS and screen candidates. Creators live: 0.
Month 1
Ramp to a full roster
Two creators join each week toward ten. First hooks go live, one variable per test, losers killed early.
Month 2
All ten creators live
Pay bands are set from first results, with caps of $600, $1,000 and $1,500. Winning hooks go into the hook library.
Month 3
First paid tests
The strongest videos move to paid in four steps. I track cost per 1,000 views against the $1 target; the simulator shows $5.74 today.
Day 90
Keep, cut or change
I show cost per 1,000 views, which formats won and which creators move up a band. You decide the next ninety days.
Ceiling
The most it can cost
Ten creators at the top cap cost $15,000 a month, bonuses excluded. That is the ceiling for the roster.

$15,000 Monthly ceiling, all 10 creators at the top cap, bonuses excluded Proposed

The roster grows by two creators a week, so hook performance can be read week over week instead of by anecdote.

Part 13 of 15

Weekly report

Every Monday: a creator-by-creator table with videos posted, views, cost per 1,000 views against the $1 target, the claims check, and the hooks I would kill or scale.

Creator engine, last 4 weeks

Target $1 per 1,000 organic views Illustrative

Creators reporting: 5
Posts last week: 32
Avg cost per 1,000 views: $8.94
Bonuses owed: $0
Keep / Watch / Replace: 1 / 1 / 3

Per-creator results, last four weeks, sorted by cost per 1,000 views
Creator	Band	Format	Posts	Median	Best	Cost / 1K	Bonus	Flags	Call
Creator A	Starter	First run in IMPACT 2	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	AXIS stability check	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Women's range try-on	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Which shoe for which run	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Grip close-up	7	1.2K	11K	$10.59	$0	Release missing	Replace
All creators	not applicable	not applicable	32	1.5K	54K	$8.94	$0	not applicable	not applicable

Illustrative rows with invented creators, coherent with the pay bands above. Keep means the cost per 1,000 views is at or under the program average, Watch is up to half again over it, and Replace is anything higher.

Part 14 of 15

Organic to paid

From organic to paid

Pick the winner
Choose organic videos that passed 100,000 views or beat the median, with a clean claims check.
Get paid-use permission
The creator agrees in writing to paid use of the video before any spend goes behind it.
Test it as an ad
Run the video as an ad and change one variable: hook, caption or cut. Keep spend small until it holds the $1 target.
Scale or kill
Winners get more spend, losers are killed early, and every result goes into the hook library.

From the video to the checkout

Send traffic to SHOP IMPACT 2 or SHOP AXIS, matching the shoe on screen.
Match the colour on screen to the product page: Coffee, Stone, Sand, Charcoal or Undyed.
Say Free Delivery + Returns only in those exact words.
Point viewers near a stockist to the Store Locator, since Hylo is stocked in 300+ stores globally.
Gift videos land on the Gift Cards page, where the hylo Gift Card starts at 10.00 GBP.

Part 15 of 15

Category rules

Rules for talking about running shoes

Hylo sells road running shoes. Creators talk about feel, grip and materials in Hylo's own words and never about health outcomes.

No health or injury promises
Never say a shoe prevents, fixes or relieves pain, injury or any condition. Describe how it felt on your run and stop there.
Quote the claims sheet
Product lines are quoted from the sheet. Anything outside it goes to the lead in the claims channel before you film.
Comparisons need sign-off
No named rival brands and no lighter-than lines unless the lead confirms the footnote behind them.
Show real runs
Footage shows the right model and colour on a real run. No staged wear tests and no edited-in results.
Disclose the partnership
Every post says it is paid or gifted in the first line and uses the platform's own disclosure tool.
Keep sustainability literal
Materials and environment talk stays inside Hylo's own words, such as its mission to protect global running environments.

The brand’s legal team sets the final rules. This is the operating floor I’d start from, not legal advice.

Want to see the first briefs?

Grab a time here

Stores already carry Hylo

Five-star proof is already on the page

One product page, 148 reviews

A second page, 44 reviews

One number to protect

One variable per test

Claims come from Hylo's copy

One workspace for everything

First run in IMPACT 2

AXIS stability check

Women's range try-on

Which shoe for which run

Grip close-up

Four sources in

Five filters, fewer each step

Easy-pace road runner

Run club regular

Stability seeker

All-day wearer

Gear reviewer

Eco-minded runner

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Sheet, brief, screening

Ramp to a full roster

All ten creators live

First paid tests

Keep, cut or change

The most it can cost

From organic to paid

From the video to the checkout

Rules for talking about running shoes

No health or injury promises

Quote the claims sheet

Comparisons need sign-off

Show real runs

Disclose the partnership

Keep sustainability literal

Want to see the first briefs?