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.
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.
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.
YUNIT campaign | Photography by Meis Belle Wahr & Jip Merkies
During the summer of 2013 TEES was founded by Josine Castelein. She envisioned a tee wearable for both men and women. She developed this idea into practice and 1,5 year later she was selling at 30 retailers throughout the Netherlands but she felt it was time for something new. The collection expanded with more designs and TEES wasn’t covering the brand content anymore. A new name was necessary and so YUNIT was born to celebrate this we organized a press day at MAGAZENE in Amsterdam with editors, stylists and journalists. During the press day we liaised and had the opportunity to introduce the founder of Yunit to the well known photographers duo Meis Belle Wahr & Jip Merkies who were attending the event, what resulted in them collaborating on the new campaign of YUNIT.
About Yunit /
YUNIT’s designs are clean, comfortable and high quality with a eye for detail. The brand offers the perfect basics for both men and women. The regular fit of YUNIT is based on the anti-fit the rotating side seams, diagonal fabric direction and oversized shoulders create a comfortable fit. In the meantime the collection was completed with new designs including a sleeveless top and sweater. Prints were being added to the designs but to maintain the clean aesthetic they chose for dotted prints and stripes.
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.