Respect the sport, see the science.
Beyond the typical ad campaign work (print, web, posters, sprinter van, etc), Cadence was looking to celebrate the opening of a Tribecca location. So we thought, since they had the testing facilities for running, biking and swimming, what better way to show off their services, than hosting an actual, in-store triathlon? Alongside a partnership with Triathlete magazine, a contest was formed. The winner was to receive a full year of training by Cadence, equipment, and a chance to run in Kona, all the while being documented by Triathlete magazine. Thousands entered. 100 entrants were carefully selected, and over a 2 day competition in the Tribecca location, 100 became 10 became 2.
- Client : Cadence Cycling & Multisport
- Date : 04/02/2007
- Agency : 160over90
- Creative Director : Stephen Penning
- Copywriter : Brendan Quinn
- Designer : Giacomo Ciminello
- Photographer : Chris Sembrot