Sponsoring or having a presence at the right event can be a smart move for a brand looking to engage with those who love the outdoors.
If it’s done in the right way, that is. The problem is always the massive disconnect between the feeling you get while hiking, climbing or hitting the trails; and the reality of attending an event that champions those experiences.
The crowds. The noise. The general lack of nature. After a while, it gets a bit draining.
Our installation had a door at the back, leading directly onto some of England’s most beautiful countryside, and allowed trade, media and consumers to easily escape the madness and test the new TERREX Free Hiker shoes on real-life trails.
We also included a space where visitors could zone out, get creative and indulge their inner six-year old by designing and creating their own hiking boot or trail running shoe.
Visitors to the Creator Hub could also swap adventure tales with icons of the trail running, climbing and hiking worlds like Shauna Coxsey, Thomas Huber and Alastair Brownlee, who all popped in at various points throughout the festival.
The result was the most talked-about spot at the entire festival, and a creative space where people could remind themselves why they were there in the first place.