Dare 2b: Influencer-Led Campaign for High-Performance Ski Clothing

Dare 2b is a global sportswear brand, known for its high-performance ski and activewear designed to enhance both style and functionality. Cullen Communications launched a strategic campaign for the brand’s Autumn-Winter 2023 collection, aiming to boost online traffic and footfall to key stores while solidifying Dare 2b’s reputation as a leader in ski innovation.

The campaign highlighted Dare 2b’s cutting-edge technologies, such as AEP kinematics, ARED 20/30 & DWR, and sustainable features like recycled high-warmth padding and consciously made products. We employed a multi-channel approach, with Pixie Lott as the face of the On Piste collection, securing media placements and an exclusive interview on Ireland AM. Influencer engagement involved organic gifting and paid collaborations with creators, including Jodie Wood, while Irish influencer Cloda Scanlon was invited to a special London event hosted by Pixie Lott to experience the collection first-hand.

Media outreach focused on product profiles and gear tests to showcase the technical expertise of the range, supported by competitions and brand activations that boosted brand awareness and cemented Dare 2b’s reputation as a leading ski apparel expert.

The campaign reached over 1.5 million people via influencers and media, secured 21.35 million impressions through activewear and skiwear coverage, reached 182k listeners through brand activation, and garnered 21 pieces of national coverage.