Inside Badlands.
Is it possible to still be hungover from Badlands 2024?
Badlands 2024
Badlands is much more than just an ultra-cycling event; it’s a journey through the raw beauty of southern Spain. Each year, cyclists challenge themselves across extraordinary terrains, from the vast Gorafe Desert to the rugged landscape of Tabernas. For us at Athletic Affair, returning to Badlands is always special. The combination of stunning scenery, passionate people, and seamless organization makes it a standout event on our calendar.
This year, as in the past, we not only witnessed this epic adventure but also brought brands to life through creative activations, enhancing the riders' experience and engagement.
BUFF® Refresh Recovery: Cooling Down in Style
Knowing how hot southern Spain can get, we created a BUFF® refreshing moment after one of the pre-race warm-up rides. We prepared a cooling station featuring ice-cold buckets filled with custom Badlands bandanas. Riders could grab a chilled bandana to wear around their neck, providing instant relief and helping to lower their body temperature after the ride. It was a simple but effective touch that riders truly appreciated, adding an extra layer of comfort to their Badlands experience.
Velocio: Apparel That Goes the Extra Mile
As one of the official event partners, Velocio had a strong presence at Badlands. We set up a pop-up store where riders could purchase the limited-edition Badlands jersey, a memorable piece of gear to commemorate their journey. But the activation didn’t stop there—We also created the "Velocio Renewed" station, offering repairs for riders’ gear. With an iron and branded patches on hand, we helped participants fix up any worn-out or torn pieces, emphasizing Velocio's commitment to durability and sustainability in cycling apparel.
Once the race was underway, we collaborated with Velocio to produce daily recap videos, capturing the highlights & challenges. These videos became a crucial part of the race’s storytelling, helping to bring the Badlands journey to a global audience.
Fulcrum: Capturing Badlands Through the Riders’ Eyes
At the event expo, Fulcrum’s stand offered riders a chance to take memorable photos, which they could take home as souvenirs. We also provided disposable cameras to Fulcrum ambassadors, encouraging them to document their journey through their own eyes.
Official Badlands Communications Team: In the Heart of the Action
In addition to working with our clients, we also proudly served as part of the official communications team for Badlands. Being on-site allowed us to capture real-time content, follow the riders' progress, and share the unfolding drama and excitement of the race as it happened. Working alongside people who share the same passion for their work as we do made this role especially rewarding.
From icy bandanas to sustainable repair stations and daily content creation, each activation added something unique to the Badlands experience. We’re already looking forward to next year, ready to bring even more ideas to life in the heart of this unforgettable event.