July 25th, 2016, the current Perry store at Kalverstraat 99 in Amsterdam is closing for a rebuild. In four months time, the brand new Perry flagship store is going to open on this spot. To let everyone in the Amsterdam region know this amazing new sports & adventure store is opening, MTM PR was asked to assist the Marketing department of Perry to come up with a concept for this. In August we made the plan for a Perry (red) Fit Truck to make a tour in Amsterdam and host events in collaboration with all the major brands Perry is selling. To get more attention for this great Tour we wanted to collaborate with two major influencers and so we did. Lienke from Dear Good Morning and Lars from Urban Runners became ambassadors for this Tour and we’re present at several events (watch this cool introduction video). Next to this series of events we started a collaboration with Stadswild Gym Amsterdam. Together with Edwin Sander Food Creativ they worked on a 14-day Fit Guide for Perry as an instore gift when the flagship store opened. See a preview of the result here. All participants of the Tour got a wristband and with that they could collect their Perry Fit Guide at the new flagship store. On September 24th the first event took place with adidas and this was the start of an amazing campaign and series of events. After this event, many followed and the KEEP MOVING with Perry Tour became a great success. We even created a little Perry community with some sporty peeps who visited almost every event Perry hosted. From September till December 2016, Perry organised events with Stadswild, Under Armour, Kari Traa, HIGH45, PUMA, Merrell, Salomon, Asics, Reebok, Shock Absorber and last but certainly not least Nike. To get a good impression of the Keep Moving Tour, please visit the Perry YouTube channel and watch the event after movies or photos below. Off course the new Perry store was featured in several media outlets, you can find some of these publications here.
PERRY | www.perrysport.nl
About Perry / With 150 years of sports heritage, Perry is indispensable on the high street and online. Perry offers a complete range of fashionable sport and adventure products with innovative features. In addition, Perry is unique in her proposition of sport & adventure products in a multibrand concept. Perry focusses on the following categories; Running, Training, Football and Sportswear. Perry offers a complete range of Adventure products and focusses on Active-, Urban Adventure and Travel. All products are selected according to the latest trends and functional developments. Perry stores are located at prime locations in major cities and online at www.perrysport.nl.
NEW CREATIVE CAMPAIGN FOR FILA | CONCEPT DEVELOPMENT
A year ago, FILA was about to launch a new product and since the campaign for the release of The Cage was a big success, they asked MTM PR again to gather a team of creatives and come with an idea. So we did! As some of you may know my (very talented) little brother was still living in London at that time and he was the man for this job. Together we came up with a concept for an editorial with the new FILA Grunge style. We didn’t want to use regular models but wanted to tell a story with ánd through the photography. We asked 3 young and very talented artists if they wanted to participate in this story. After finding the perfect team in London (thanks to Jesse from T.P.C. Amsterdam), the first shooting day was planned with Hannah. She is a ballet dancer in London at The Royal Ballet. The shoot was a big success (above this article you can watch the behind the scenes video) but the evening after the shoot we got the news that the parent company of FILA for The Netherlands was in ‘bad weather’. The next shoot was on hold and a few days later the news came that the parent company went bankrupt. We never got to finish the job but we still had this badass editorial of Hannah. After a few months, we all decided to release the editorial on our own channels because this concept needed to be shared! Enjoy!
FILA decided in June 2015 to launch a new collection named ‘The Classics‘. For this launch MTM organized a breakfast session with press to introduce them to the new collection and really connect to the brand. June the 2nd we held a presentation in the barbershop / exposition space MAGAZENE. The highlight of this presentation was the relaunch of the new FILA The Cage sneaker (inspired by an old archive piece) in several colors. Attending media during this event were editors from ELLE, Fashionlab, Women’s Health, Online Sneaker Magazine, Ballinnn’, Glamcult and many others. The Cage was well received what resulted in a lot of exposure in many well established media outlets. To get an impression of this breakfast session, follow this link. To build on the success of the event we wanted to follow up and develop strong imagery for The Cage sneaker, so we decided to initiate a shoot with photographers duo Meis Belle Wahr & Jip Merkies and stylist Lisa Megens which turned out into strong campaign imagery that suited the aesthetic and brand identity. Want to know more about this campaign, click here.
About FILA / FILA is one of the world’s oldest and biggest sports brands. It was founded in 1911 in Biella, Italy by the Fila brothers. The brand was originally an underwear manufacturer and launched its first sports collection in 1973. The iconic F-box-logo (the rounded F in a square box) and The Flag – the streamlined FILA trademark – represent the brand’s rich history. FILA has been a trend-setting name in the tennis world for decades: world-famous champions including Björn Borg, John McEnroe, Boris Becker and Monica Seles all wore FILA when they celebrated their first victories. The brand is also well-represented in basketball, skiing, golf and mountaineering. In the wake of the unforgettable successes in the 1980s and 1990s, FILA is currently making a comeback with shoes and other collections that recall the illustrious past. Craftsmanship and hyper-modern designs go hand-in-hand with a vibrant and relaxed style. The storied sports history forms the backdrop for a modern and unique sneaker collection with a touch of vintage.
Aktiesport is a well-known lifestyle and sportswear store in the Netherlands. In 2015 it was time for the concept to improve and create a new store concept. Within this concept, they focus on “Start your Sport”. Which means they offer a full sportoutfit for the lowest price. This way people get more motivated to start a sport. Next to this they also offer the biggest collection of official replica soccer shirts from national and international clubs. The new contemporary interior contains a lot of black and metal details. Digital screens make sure that brands like adidas, Nike and PUMA can create a full (visual) in-store presentation. The new stores are equipped to serve the target customer, males between 13 and 23 years old. For the opening of the first flagship store on October 24, 2015 MTM PR was asked to create some rumor online and coverage in trade press. Aktiesport arranged for Jaïro Riedewald (promising soccer talent at Ajax) to officially open the new store and give the go on releasing 110 adidas soccer balls into the crowd. We managed to get some good pieces before and after the opening including an interview with Textilia, an article on Schoenvisie and we collaborated with two bloggers; Chloe Sterk and Everyday Fresh.
About Aktiesport / Aktiesport opened its first store in Gouda in 1983. This store offered the well-known sports brands at very competitive prices. The idea was to give the consumer as much value for their money as possible, a formula that was quickly picked up. The following years they opened many new stores. In the beginning of 2016, Aktiesport was the largest independent sports retail chain in The Netherlands, with 262 stores. Mid 2016 the unfortunate news came that Aktiesport’s parent company went bankrupt, but it didn’t take long for a new owner to come along. Today JD Sports Fashion Plc is the new owner of Aktiesport.
For the Spring Summer 2016 season MADE TO MEASURE PR was asked by FILA to create a team to work on campaign imaginary for the new The Cage styles. FILA was searching for the right people to translate the retro character of the brand in their visual communication. Immediately we asked photographer Meis Belle Wahr for this job and together with her we created a team for this first collaboration. The shoot resulted in an amazing series. For the next season (Fall Winter 2016-2017) FILA and Meis Belle Wahr & Jip Merkies worked together again.