Cycling is one of the world’s most innovative sports, but the tech being used was lagging behind the rest of the sport.
Hammerhead launched the Karoo 2 to challenge some of the biggest and most established brands in the industry, and we needed to make a splash. As part of our launch strategy, we worked with four-time Tour de France champion Chris Froome, OBE, to bring elite expertise to everyone’s handlebars. As one of Hammerhead’s investors, Chris was perfectly placed to highlight the unique synergy between elite athletes, entrepreneurialism and innovation by highlighting his work with Hammerhead to develop industry leading software updates to the device.
As well as getting product into the hands of all the right people, we worked directly with Chris throughout the Tour to place strategic interviews and opinion pieces in which he discussed his decision to invest in Hammerhead and how he is making his expertise available to everyone.
Head of General Sports & Event Communications, Red Bull
VP Marketing, Karma