Annecy Outdoor Week: The event that unites fashion, performance and outdoor culture
In order to offer the industry a moment of creative disruption and a unifying event for the general public, Hardloop has created Annecy Outdoor Week, the world's first "Outdoor Fashion Week." This unique format combines the aesthetics of a fashion show with the technicality of the collections, transforming the equipment into a true adventure story. This strategic initiative, praised for its unique format and regional ambition, is a nominee in the Communication Campaign of the Year category at the Trail Running Awards.
The concept: When the spirit of adventure meets the language of fashion
Annecy Outdoor Week is positioned at the crossroads of fashion, performance, and outdoor culture. The goal is to transcend simple product presentation and create an immersive, narrative spectacle.
Key players: The event breaks with tradition by featuring athletes and adventurers (more than forty personalities in the second edition) who embody the spirit of the story.
Staging: The technical outfits from the fall-winter collections (more than fifty silhouettes presented) become the heroes of a living story. The poetic staging depicts narrative scenes such as trail running under the stars or climbing glaciers, celebrating the beauty of the Annecy region.
This format allows Hardloop to create a living medium, combining the language of fashion with the spirit of adventure.
Innovation: Creating a unifying B2C media platform
Annecy Outdoor Week is above all a 360° image campaign designed to serve the entire outdoor ecosystem.
A unique unifying format
The major innovation lies in the B2C (consumer) format with a strong B2B impact. The event brings together all the key players in the sector: brands, athletes, sports associations, local elected officials, and enthusiasts.
The ambition is clear: to make Annecy the world capital of outdoor activities by offering a unique and powerful stage.
The global campaign
The physical show, reserved for a select group of privileged guests, is only the starting point for a larger campaign:
Digital Broadcasting: The video production of the parade is broadcast online, targeting an audience of several hundred thousand viewers throughout the season. This strategy extends the experience far beyond the Alps.
Organic visibility: The format generates exceptional organic visibility, driven by content sharing by partner brands, medal-winning athletes (such as Marie-Laure Brunet and Marie Bochet) and the public.
Impact and consolidation of sector demand
The second edition of "From Annecy with love" confirmed the appeal and desirability of the concept.
Market acceptance: The event generated such enthusiasm that Hardloop had to turn down numerous requests to participate, both from brands wishing to showcase their collections and from spectators. This positive buzz surrounding the event confirms its appeal.
Media recognition: The format has generated significant media coverage in the regional and specialist press (L’Essor Savoyard, Fashion Network, Nordic Mag), demonstrating the interest of the sector and the media in this new language of communication.
Qualitative impact: The show generated widespread enthusiasm and was perceived as a collective and inspiring moment by both athletes and brands.
Annecy Outdoor Week is gradually establishing itself as an unmissable event, demonstrating that performance can be celebrated through emotion and creativity. This initiative is recognized for its strategic impact in the Communication Campaign of the Year category.
