Gobik:Flanders 2025
Immersing a performance brand in cycling’s most iconic weekend
An expo built for engagement
The journey started at the official expo in Oudenaarde, where every rider came to register and collect their bib. We led the design and execution of Gobik’s booth, creating a space that blended product presentation with brand personality. From showcasing their latest collection to crafting interactive touchpoints—including a custom Tour of Flanders quiz—every detail was designed to connect with the cycling community.
We added energy to the space with drinks, good conversation, and a nod to local tradition: Gobik-branded cowbells, handed out to visitors to help them cheer on both the amateur and professional riders. It was a smart blend of utility and culture, and they became one of the weekend’s most photographed giveaways.
Moments that make De Ronde
On race day, we brought the brand experience to the roadside—on the legendary Oude Kwaremont, no less. Gobik joined the thousands of fans along the route, and we were there to amplify that presence. From handing out more cowbells to fueling the atmosphere around the climb, we helped turn spectators into engaged brand advocates—adding another layer of energy to the race-day experience.
This was a collaborative activation where Gobik brought the passion and product, and we brought the creative direction, production, and on-ground execution to make it resonate. From concept to booth build to race-day activation—and supported by original content creation across the entire weekend—we made sure Gobik was not just seen, but remembered.