At Athletic Affair we believe the most powerful brand stories are those that live beyond a campaign and create experiences that riders remember. Our recent collaboration with global cycling brand Gobik is a perfect example of that philosophy.
The Challenge
Summer 2025 arrived with another wave of extreme heat across Europe. Gobik was preparing to introduce its new Unity Advanced Cold 26 collection, designed to reframe winter riding as something to look forward to rather than avoid. Our challenge was not just to unveil the new collection but to connect the launch in a way that would resonate deeply with cyclists while staying true to the brand’s identity.
The Idea
Our answer was Cold in Summer: a concept that flipped expectations by celebrating winter in the middle of a heatwave. We chose one of cycling’s most iconic climbs, the Col du Tourmalet, as the stage to surprise thousands of riders with a refreshing, multisensory experience.
The Activation
At the summit we built a unique winter-inspired space with a portable igloo where riders could preview the new collection. Surrounding it, branded freezers created a striking atmosphere against the summer heat. Every rider reaching the top was rewarded with a custom-made ice cream, each flavor and color inspired by one of the jerseys of the new collection.
But the experience did not stop there. Along the climb itself, our team handed out thousands of ice creams to riders in motion, echoing the familiar gesture of soigneurs passing bottles to pros in races.
From Concept to Execution
We led the project from ideation and creative development, through production and logistics, to final execution on the mountain including content creation. Every element was carefully crafted to align with Gobik’s brand identity and campaign objectives, transforming a collection launch into a moment for cyclists by cyclists.