With an emotional PR stunt, we brought online giant Zalando, known as a “fast fashion retailer,” onto the front pages of Switzerland and on the social channels of its residents.
How can we develop a PR-rich idea under the “Free to Be” brand that credibly positions the online retailer Zalando known as “FastFashion” as a destination for winter sports equipment? The lever: We borrow the credibility of someone who has it in both areas and thus embody winter sports expertise and a free-spirit attitude. There is one person who stands for winter sports as well as a strong “free to be” attitude: Iouri Podlatchikov. The exemplary free spirit and professional snowboarder dedicates his last halfpipe run to Zalando following his surprising retirement. In a spectacular live event, broadcasted on YouTube.com/zalando and 20min.ch, Zalando Iouri's free-spirited attitude — at the same time, Iouri presents his favorite winter sports outfits in a fashion campaign. With this, Zalando has not only struck the nerve of the times and won the hearts of Swiss people, but has also ultimately boosted sales of winter sports equipment.
