Cadence Kona Challenge

Beyond the typical ad campaign work (print, web, posters, sprinter van, etc), Cadence was looking to celebrate the opening of a Tribecca location. Therefore 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.

Launched: 2008
Client: Cadence Cycling & Multisport
Agency: 160over90
Designer: Giacomo Ciminello
Creative Director: Stephen Penning
Copywriter: Brendan Quinn
Photographer: Chris Sembrot