Objective
Increasing awareness and engagements through branding, presence and athlete product seeding as well as partnering with pedal power to help retail and support sellout to end consumers at the event.
Date: 2/4/24 – 5/4/24
Event: Brand activation
Number of athletes : 250
Number of attendees: 10500 +/-
Eyewear Units Sold : 100
Total sellout value : £7800
Details
This year fort William hosted the first round of the UCI downhill mountain biking world championships, the event brings 250 elite athletes and their teams to Nevis range for a 3 day long competition encompassing men’s and women’s junior and elite categories .
Our set up was located to the right of the finish line and directly opposite the spectators stands, beneath the camera cable. This location was prime for both camera coverage and spectator engagement throughout the event as well as being an ideal base from which the sports marketing team were able to visit the athletes pits for product seeding.
The set up itself consisted of the O-lab trailer with 2 double eyewear towers, the newly branded defender and cornhole games, along with a tent for apparel and accessories. The set up worked really well as a retail space for our event partner Pedal Power, as the prominence and location provided a lot of footfall and sales opportunities throughout the duration of the event.
compared to 2023 the location, size and quality of the set up was greatly improved generating a lot more interest from customers for our retail partner, better and more consistent representation of the brand in a more prominent position, providing better media coverage and foot traffic than in previous years and the larger footprint in the better position allowed for a more complete activation of the brand that gave off a more premium and clear brand message
The newly branded defender paired with the cornhole set up along side, had a great presence and as always drew interest, the new ‘bark logo’ wrap job is much cleaner and more consistent with the rest of the branding and is easier identified from a distance than the previous ‘science wrapped in art’ design
As a partner of the broadcasting company responsible for televising UCI downhill we had further prominent and consistent branding was present in a number of locations along the course itself as well as in the paddocks, on the gondolas and on the digital jumbo screens.
The Elite finals concluded with 3 Oakley athletes taking podium positions. Vali Holl took 1st in the elite women’s category and Finn Iles and Luca Shaw took 2nd and 3rd place respectively in elite men’s, providing excellent brand representation and exposure.
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