Salomon x Sports Direct - Gravel Apparel Launch

Ask

Create a culturally relevant launch experience that introduced the Salomon Gravel collection to London’s running community through an immersive retail and movement-led activation.

Delivered

Canoe partnered with Salomon and Sports Direct to produce a community-focused running experience that moved seamlessly from retail to road, gravel and trail. Beginning at the Sports Direct Oxford Street store, guests were welcomed with personalised product gifting, interactive touchpoints and custom moments designed to build excitement ahead of the run.

The experience continued through a 6km group run across London, finishing aboard a fully branded Salomon x Sports Direct barge in Little Venice. Live music, curated food and drinks, immersive branding and high-energy arrival moments transformed the barge into a celebratory social space, while surprise moments throughout the evening created strong visual storytelling and organic social engagement around the launch.

Services: Experiential, Creative Production, Social