UVU are a performance running brand that supports ultra-marathon athletes and endurance runners by providing the the most technologically advanced apparel and equipment. This extreme craftsmanship creates garments which feature the very best in garment technology and fabric construction and allow runners to exceed their potential in every aspect.

 

How to create the physical launch of a premium sports brand with the maximum impact in the shortest space of time? UVU needed to find the perfect venue that would be reflective of the spirit of adventure and performance, inherent in the brand DNA, and which could be transformed into a fully functioning showroom able to accomodate a full press audience and the complete range of UVU apparel and equipment.

 

In addition to the press launch, a further event at the North Pole Marathon dictated that the launch environment would need to be lightweight and agile in both performance and construction. The entire event was designed to be built as a kit off-site, enabling it to be installed within 8 hours in the Royal Geographical Socity, London. Working around the building restrictions imposed by the venue, a fully branded showroom environment was created, which also featured a key launch feature, the world's first pop-up shop at the North Pole!

 

The launch allowed key influencers from the sports and fashion press to fully understand both the story of the brand and experience the product technology at first hand. Leading endurance athletes were on hand to validate performance credentials and give real context to the end use, having been responsible for an extensive product test program. Additionally, the launch served as a platform to announce UVU's involvement with the North Pole Marathon, starting one week later, and featuring the unique UVU North Pole shop.