Objective :
Provide support with implementing Inner Spark instore activation with our retail partner VIA Atalier.
Date: 26/07/24
Event: Brand Activation
Location: London, UK
Number of attendees: 300
Number of demos: 30
Number of staff trained: 11
Details
To activate the new Inner Spark collection, we partnered with VIA Atalier, a premium and well knows bike concept store within the London Cycling seen. This activation was a collaboration between the Brand, Trade Marketing and Commercial teams.
The activation consisted of three stages. The first was the insulation of a branded area designed to highlight the Inner Spark collection and Sphaera. This was in place for the duration of the 2024 Olympic games. More of the eyewear range and helmets were also displayed in the store.
The second stage was a launch party was held on the opening night of the Olympics. Food and drinks and a DJ where put on. It was a great success with over 200 end consumers attending during the evening. To build hype and excitement there was a t-shirt printing station providing custom printed t-shirts to the first 100 attendees. This was very well received.
The final stage was to host a 70km ride out from the store two weekends later. 130 riders turned up to take part. This is one of that largest ride outs that we have taken part in as a brand in the UK for some time. All the riders where given the opportunity to demo Oakley glasses in particular Sphaera. At the half way point we provided snacks and drinks to refuel. On return to the store there was a BBQ and the store was showing the Olympic men’s Road Race.
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