MAISIE WILEN
CASE STUDY NO.1
We merged the worlds of high fashion and pro road racing in this first-of-its-kind collaboration for the 2024 Tour de France Femmes. A design partnership between Human Powered Health, Pactimo cycling clothing, Factor bicycles, and acclaimed women’s fashion house Maisie Wilen produced a stunning one-off kit and bicycle that celebrated female athletics and made waves at the world’s biggest race.
Highlights
After an intensive six month design process with the Maisie Wilen team, we revealed and promoted the kit and bicycle designs via owned media channels, a wire press release, and a deep, two-pronged PR push spearheaded by our dedicated agency and Maisie’s fashion PR team. Storefronts for the kit and bike were created and promoted before, during and after the race.
The Results
The kit and bike created media attention and generated sales for the project partners. Stories were written about the unique partnership in publications as far ranging as endurance.biz and Minnesota Monthly. The collaboration received plentiful mentions during the race’s globe spanning live TV coverage. A TV media valuation of the race commissioned from Nielsen Sports showed over 287 million impressions and $5.2 million in media value spread across the team’s key kit sponsors.