Home on the Trails and in the mountains

BOW helps brands in the sports and outdoor industry tell compelling stories and grow their market presence through no-bullshit marketing and content creation.

How I can support growing your brand

I offer tailored solutions for brands, small businesses and start-ups in the trail running, sports and outdoor industry, focusing on three key areas: Marketing Services, Brand Consultancy, and Content Creation. In my more than 15 years of professional experience, I have implemented marketing solutions in many different areas for brands such as Garmin, ISPO, Kailas, Craft Sportswear, Suunto and Hoka.

Marketing Services

Comprehensive 360° marketing solutions to build, grow, and position brands effectively:

  • Social Media Marketing – Strategy, content planning, and campaign execution across digital platforms.

  • Influencer Marketing – Identifying and collaborating with key opinion leaders to amplify brand reach.

  • Event Marketing & Management – Concept, planning, and execution of brand events, product launches, and athlete activations.

  • Print & Digital Advertising – Development of creative ad campaigns for magazines, websites, and digital placements.

  • Website Development & Web Design – Creation of visually compelling brand websites.

  • Public Relations & Media Strategy – Crafting brand narratives and securing media placements.

Brand Consultancy

Helping brands establish a strong and authentic market presence:

  • Brand Strategy & Positioning – Defining a unique identity and long-term market direction.

  • Communication & Messaging – Developing compelling storytelling and brand narratives.

  • Sponsorship & Partnership Strategy – Connecting brands with athletes, events, and key industry players.

Content Creation

High-quality visual storytelling for impactful brand communication:

  • Photography – Editorial, commercial, and event photography specializing in endurance sports.

  • Videography – Full-service video production, from concept to final edit.

  • Editorial Design – Layout and design for magazines, brand reports, and print publications.

  • Multimedia Production – Creating interactive and engaging digital content, including podcasts and webinars.

The origins of Black or White

Founded in 2010 by Daniel Keppler in Munich, Germany, BOW began as a creative platform for passion projects in endurance sports, photography, and marketing. Together with Nicolas Holtzmeyer and a network of athletes and artists, it challenges the way trail running and endurance sports are seen and experienced.

100% committed to trail running and outdoor sports

Since 2024, Daniel has been focusing on BOW full-time, combining his expertise in marketing and content creation with his love of endurance sports. With over 15 years of experience—working with leading ad agencies and global outdoor brands—he offers brand consulting, on- and offline marketing solutions, photography, and content creation for brands of all sizes in the trail running and outdoor space. He also tries to take part in at least three trail running races each year. His specialty is races over 100 km with more than 5,000 meters of elevation gain.

Currently based in Shenyang, China, he continues to explore and shape the intersection of sport, culture, and visual storytelling and is available for freelance work in China as well as Europe.

Get in touch: daniel@theblackorwhite.com

LinkedIn: linkedin.com/in/danielkeppler/