Context
For Summer 2025, the brand aimed to engage a younger audience while firmly anchoring its Colmar Originals outdoor collection within the French urban landscape.
The challenge was to strike the right balance between Colmar’s strong sporting heritage and its technical, fashion-forward and contemporary aesthetic.
To achieve this, we designed a concept that brings both worlds together : a city sport activation where performance meets lifestyle, driven by talents able to embody this duality.
Solution
Mars Branding designed a fully immersive experience, crafted to drive engagement, strengthen brand image and generate high-quality content.
1. A partnership with Views
A strategic media buying approach was implemented to amplify the event among a young, trend-driven audience with strong affinities for Colmar’s artistic and lifestyle universe.
2. An intimate and authentic format
A carefully selected group of influencers : Lison Di Martin, Youness El-Amine, Nicolas Hinet, François Nadeau and Léo DLR, whose individual worlds reflect the balance between technical expertise, elegance and performance at the core of Colmar’s identity.
3. A rowing initiation: sporty, immersive and collective
A complete, technical and team-based sport, rowing offered guests a truly immersive introduction, guided by passionate volunteers.
The experience began in an indoor basin to learn technique and synchronisation, before moving onto the water to fully embrace the discipline.
4. A lifestyle universe seamlessly aligned with the Long Weekend capsule
The morning continued with a summer picnic inspired by Italian dolce vita, extending the experience in a warm, elegant and distinctly summery atmosphere.
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Lightweight materials and SS25 colour tones
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Set design encouraging content creation
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Colourful, Italian-inspired summer catering
Guests were also gifted a summer kit along with a full Colmar outfit to complete the experience.
Impact
A high-impact activation that enabled Colmar to strengthen its urban outdoor positioning and connect with a younger audience through authentic, aesthetic and performance-driven content.
The activation generated strong organic reach thanks to the involvement of the talents and media amplification by Views:
