Salewa community x retail activation

From Campaign to Community

How we transformed Salewa’s “Set The Tone Of Your Night” campaign into a hands-on community experience across Europe.

For Salewa’s 2025 Autumn/Winter campaign “Set The Tone Of Your Night”, we created a community-driven speed hiking concept that was successfully implemented across seven European markets, turning the campaign into a shared and memorable outdoor experience. Not only did we create a community concept for a “speed hiking meets light painting” activity, but we also worked with the German market in specific.

To amplify the campaign in Germany, we hosted an exclusive “DJ & Paint” event on the rooftop terrace of Salewa retail partner Sporthaus Schuster in Munich. Bringing together the Schuster community, key media contacts and influencers, the event transformed the campaign into a tangible brand experience within a creative and urban environment.

Result