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!
During the launch event of YUNIT we came in contact with the founders of a jewelry brand called TAJ (Trouw Aan Jezelf). TAJ is founded by Choanou and Shardey Aalders, two amazing women who are also sisters. These sisters shared a vision and started designing their own jewelry collection. After that, they’ve set up a silversmith workplace in Bali led by, of course, women! A beautiful story which needed to be told, so soon after we met, we made a plan to get the brand under the attention of several editors and influencers. For the founders of TAJ it was very important to get feedback on the collection as well, so we’ve made a little tour visiting several editors, bloggers and influencers. After many appointments and sending out press materials, we’ve made the first step informing media about this amazing brand led by even more amazing women. Some of the results can be found here and you can visit their blog and online shop for even more inspiration and off course to get your own TAJ jewel! Their new Heritage Collection is available from August 18th.
TAJ AMSTERDAM | www.taj.nl
About TAJ Amsterdam / Taj is a Dutch lifestyle brand that has been designing unique, sustainable jewelry with a story since 2013. And what a story it is. Dutch design, created by two free-spirited sisters and handmade with love out of the finest, recycled silver & gold under fair circumstances on Bali. Taj is a melting pot of ideals and cultures and a passion for design, sustainability and development cooperation.
Our pieces are a bold brew of Dutch design and traditional Balinese craftsmanship. Each piece of jewelry has its own unique product-story and ‘go-to quote’ that remind you of a life’s philosophy, personal message or feeling. Also, each piece of jewelry is a talisman for the basic ideal of Taj: live life true to yourself, cause nobody can be you better than you. Hence our name: Taj [t-a-sh] (noun & verb) Sanskrit for jewel and short for ‘Trouw aan jezelf’, which means ‘True to yourself’ in Dutch. Another Taj ideal is that everything is better when shared. That’s why we donate part of our revenue to charity : an orphanage in Bali and the Dutch project ‘Tree of life’ that plants trees in Togo, West Africa. Taj now plants several trees a month. Because Taj loves mother earth –the people, the animals, the mountains, the oceans and forests– Taj aims to leave a minimal carbon-footprint. That is why all our jewelry is made from recycled silver & gold. We call it ‘tree-hugger-glamour’, and wouldn’t have it any other way.
LemonadeAmsterdam is a slow fashion brand for both grown up and little girls. They offer basic items which are all made in Holland. The brand offers amazing designs, very simple, clean and comfortable. After a meeting with founder and owner Nathalie Klok, we came to the conclusion that there was some interest from different bloggers, but she wanted to have a clear strategy in PR. For this we started with a press release to introduce the brand and their philosophy to different media. The next step was to create some online attention and we worked together with Kindermusthaves, amongst others. After sending the press release, several editors replied that they were very enthusiastic about the brand and wanted to do an interview or write about it. This resulted in quite a few articles in Textilia, Kek Mama, Flair and JAN magazine and online on the Little’s List Facebook page and Bengels.nl.
About LemonadeAmsterdam / LemonadeAmsterdam is a Slow Fashion label for women and girls who wish for a simple but adventurous life. They offer basic items with a little bit more, they call this a TWIST. Like adding some Lemonade to your glass of water, just to give it that something Extra. Their basics are perfect with a jeans and sneakers, to visit your favorite coffee corner or with a black leather skirt and high heels to impress your boss. LemonadeAmsterdam dreams of a world more simple & slow. That’s why they design & sew in their hometown Amsterdam. As simple as that!
Drawn from a young age to design, designer Erwin Slierings has developed a recognizable and distinctive style that developed into a unique product for the interior design market. He combined natures element with modern day components resulting into a lamp that as a base is existing out of a sourced plantation teak stem from Costa Rica then incorporated with the modern day touch of LED light strips that give it’s minimalistic look. It was essential for BOOM to have more brand awareness on the Dutch market, so we initiated a PR offensive that reached out to interior magazines, websites and bloggers. We achieved that by writing up a press release introducing the brand to the necessary media and influencers. We have also organized collaborations between BOOM and online media, bloggers the results were astonishing.
About BOOM / BOOM is a young creative design agency which is focused on designing and manufacturing high quality design stem lamps existing out of 100% plantation teak sourced from Costa Rica. The unique and innovative designs of BOOM are a refreshing product and there goal is to continue to amaze the market with their unique designs. They want to keep their product as up to date as possible when it comes to energy saving lighting because of this BOOM is able to provide sustainable products now and in the future.