Dare 2b Most Advanced Torrek Activewear Hiking Range Launch

Elevating the hiking experience, we worked with Dare 2b, a multi-sportwear brand, to launch an array of campaigns centred around our hiking launch event for the SS24 Mountain Series.

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Working with Dare 2b, the leading multi-sportswear brand, we devised a launch campaign for the new Spring/Summer 2024 Mountain Series featuring an array of activations to truly elevate the hiking experience.

As Dare 2b’s Irish communications agency, we were tasked with crafting a dynamic launch event to showcase the brand’s premium new 2024 hiking range. Partnering with a select group of content creators, we organised a morning hike in the beautiful Wicklow Mountains, integrating a series of mountaineering challenges to engage participants and highlight the brand’s technical features.

Our strategy focussed on generating high-quality, organic content through influencer marketing, emphasising the benefits and USPs of the Dare 2b range, such as the ARED 30K/30K breathable waterproofing technology. By leveraging our influencers’ reach and following, we generated 150+ pieces of social media content that reached 285K people in the first two weeks alone.

Our hiking event was not only a fun, immersive experience but the challenges involved created a healthy competition among participants, further amplifying brand engagement and showing Dare 2b in its natural element.

Our brand ambassador, Joshua Nueva – carefully chosen to align with Dare 2b’s brand values and target audience – was the embodiment of the campaign’s uniquely Irish spirit.

Our efforts on this campaign were recognised at the PRGN Awards 2024, where we took home gold for Product and Services Launch.

Media Relations

We worked with the Dare 2b team to develop a press release about their new and advanced Mountain Series range which included key imagery and styles from the collection. We specifically targeted outdoor publications and lifestyle features with the release,emphasising key product features such as their waterproof and breathable ARED 30/30 fabric.

Content Creation

We captured styled video and photo content for use on the brand’s owned social media channels.

Influencer Engagement

We strategically gifted key pieces from the new collection to content creators with an interest in the outdoors and hiking, inviting them along to the launch event to put the clothing to the test. We also worked with the brand to manage the relationship and deliverables with the campaign’s brand ambassador.

Event Management

We researched and chose a route for the event with the help of a trained mountain professional that was accessible to our invitees. We developed key challenges and a team element that we felt would excite and generate good engagement on social.