“Talent alone is not enough. The key to success is hard work.”
What?
PR event
Why?
Leverage Under Armour athlete Marcel Hirscher to increase brand awareness
When?
September 2018
Who?
25 selected media from Germany, Austria and Switzerland
For the first time ever Marcel Hirscher – 8x Overall World Cup winner and Olympic champion – gave impressive insights into his grueling training routines showing the audience what it takes to be the best of the best. After the 1-hour show training, Marcel made himself available for 1-on-1 interviews with selected journalists.
And our plan worked out: instead of the usual skiing pics, the media featured our hardcore training pictures featuring plenty of Under Armour brand visibility.
QUOTES:
ZDF: „Marcel Hirscher’s willpower is truly impressive and incomparable. The event completely convinced me.”
EUROSPORT: „I’m very happy to be here tonight and meet Marcel Hirscher and see him doing his workout. We are very impressed by him as a person and as an athlete. The willpower he demonstrates is immense. The event was a real success.“
SPORT1: „What Marcel Hirscher has already accomplished in his life is massive. The atmosphere of the event here is fantastic. It is something completely different.”
SID TV: „We are really happy to be here and to meet Marcel Hirscher during his training camp. We love the location and the authentic sytle of this event. It’s something really special.”
FOCUS: „I have never seen an athlete doing a work-out like this, live in front of me. I am absolutely impressed how fit Marcel Hirscher is and what he delivers every day to be on-top of all. He is a true idol.“
SÜDDEUTSCHE ZEITUNG: „To meet Marcel Hirscher five weeks prior to the World Cup kick-off was perfect for us. He is impressive as an athlete and as person. We are happy with our access here. It really was something special for me.“
Idea: inhouse
Creative & conception: inhouse
Event & media production: external agency