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 

• 4 attending journalists & 40 community members 

• Additional activation through Sporthaus Schuster social media, newsletter & in-store 

• Enhancing community engagement 

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Polartec x LaMunt media lunch walk

From product to 

experience

How we made Polartec Alpha technology tangible through a shared brand experience. 

To activate the Polartec Alpha campaign, we partnered with LaMunt and leveraged the opening of the brand’s new store in Munich for a joint Lunch & Walk experience. 

Media representatives and influencers had the opportunity to experience the benefits of Polartec Alpha technology firsthand through LaMunt products while engaging directly with representatives from both brands. By combining product experience, personal exchange and a shared activity, we transformed a highly technical innovation into a tangible and memorable brand experience while bringing the partnership between Polartec and LaMunt to life. 

 

Result 

• 10 journalists and influencers attended the event 

• Additional reach generated through participants’ social media channels 

• Turned technical product benefits into a tangible  first-hand brand experience 

• Strengthened awareness of the Polartec x LaMunt partnership among key media and multipliers 

• Compact and attractive format for media and influencers 

© Lena-Teresa Presser

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Merrell x The Female Explorer Community Event

Building connections 

thorugh outdoor 

community 

How we made outdoor experiences more accessible for women while creating meaningful connections. 

To make outdoor experiences more accessible to women, we executed a community driven event with the Merrell Hiking club. Therefore, we joined forces with The Female Explorer and brought together around 50 participants for a hiking and camping weekend at Lake Tegernsee im May 2026. 

Combining guided hikes, outdoor activities, panel talks and community sessions, the event created a space for connection, inspiration and empowerment. Alongside creators, selected media representatives joined the experience and engaged with the brand in an authentic, community-driven environment. 

The project demonstrated how community-led brand activations can create meaningful engagement, authentic storytelling opportunities and long-term brand affinity. 

Result: 

• 50 participants, including 1 journalist and 2 influencers 

• Additional reach through a dedicated advertorial and social media content by The Female Explorer 

• Further media coverage through interviews with Merrell ambassadors in leading German lifestyle media such as InStyle and Myself 

• Authentic community engagement and strong brand affinity 

• Created a supportive space for connection, inspiration and female empowerment within the outdoor community 

© The Female Explorer

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STOX Energy Socks brand ambassador relations

Built on 

shared values

How a long-term ambassador partnership evolved into an authentic co-creation project connecting brand, athlete and community. 

To strengthen STOX’s relevance within the winter sports community, we identified snowboarder Leon Vockensperger as a long-term brand ambassador in 2025 and supported the development and management of the partnership. 

Together, we created the Leon Vockensperger Snow Sock, an authentic co-creation project that was activated through a community event in Innsbruck and targeted media relations. 

Through an integrated communications approach, including media relations, invitation management and event support, we accompanied the launch and maximised its visibility, reach and impact. 

Result 

• Successfully established a long-term athlete ambassador partnership 

• Authentic product storytelling supported by online and social media coverage 

• Direct interaction between the brand, athlete and community during the launch event in Innsbruck 

• Strong foundation for credible long-term brand communication and ongoing storytelling opportunities 

© STOX Energy Socks

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Garmin media seeding

Turning features into 

experiences 

How we enabled journalists to experience the Garmin Venu 4 in everyday life and discover its benefits beyond a traditional product review. 

In November 2025, selected journalists from lifestyle and women’s lifestyle media received a curated seedig featuring the Garmin Venu 4 smartwatch alongside complementary lifestyle products to raise awareness of the Garmin Venu 4 and Garmin’s broader lifestyle portfolio. 

This approach allowed participants to experience Garmin’s new Lifestyle Logging features in their everyday lives and understand their benefits beyond a traditional product test. In addition, individual expert interviews and background briefings supported a deeper journalistic understanding of the product and its practical applications. 

Result 

• Generated 4 online and 2 print features 

• Deeper product understanding through extended testing periods and continuous use of key features 

• The combination of the test device and complementary lifestyle products created a more tangible and memorable product experience 

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CRAFT community activations

Built through community

How local running communities became the foundation for authentic brand experiences and lasting audience connections. 

To strengthen CRAFT’s brand presence in key German cities, we have supported the develoment and activation of local running communities since 2023. 

Starting with the „Everyday Heroes“ community run series in Munich, this ongoing engagement includes community runs, Test & Try activations and local partnerships that create authentic brand experiences directly within the running community. Recent examples from 2026 include collaborations with cozy.runclub in Leipzig and hy:pe collective in Düsseldorf. 

Result 

• Around 300 runners attended the first CRAFT community run with hy:pe collective in Düsseldorf 

• Strong reach generated through social media coverage 

• Organic word-of-mouth recommendations and community-driven advocacy 

• Collaborations with established running communities outside Germany’s major running hotspots strengthened regional brand relevance and created lasting connections with the target audience 

• Test & Try activations proved highly attractive for both community hosts and participants, driving strong engagement and authentic product experiences 

© Hype Collective / @mazzn_w

© Hype Collective / @saskia.thea

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