THE ACTIVATION
PAS NORMAL STUDIOS
To mark the launch of the new menswear cycling category at Browns, I pitched the idea of partnering with one of our key brands to create a dynamic brand activation to showcase the performance and design the technical wear in real life, rather than a standard photo shoot.
I reached out to Danish brand Pas Normal Studios and secured 6x amateur riders and brand ambassadors to take part in a 3-day ride through the Belgian Ardennes.
The talent was selected based on their influence and social reach to amplify the Browns brand and secure our authority within the cycling world.
The activation created buzz and hype around the upcoming launch while leveraging our riders’ platforms. The ride showed off the fitness and endurance or our riders in one of most undulating locations in the world.
RESULTS
100% SELL THROUGH
on product in the first two weeks of launch, a never before achieved results on any collection, ever.
TOP 10 BRAND
Pas Normal Studios entered the Top 10 Brands in revenue at Browns following launch out performing super brands and key fashion brands that much higher brand awareness. It remained in the Top 10 for 3 years.