Context
For summer 2025, the brand wanted to reach a younger audience while anchoring its Colmar Originals outdoor collection in the French urban landscape.
The challenge was to reconcile Colmar’s strong sporting heritage with its technical, fashion-forward and contemporary aesthetic.
We designed a set-up able to bring these two worlds together: a city sport activation where performance meets lifestyle, carried by talents able to embody this duality.
Solution
Mars Branding designed a complete experience to generate engagement, image and quality content.
1. A partnership with Views: strategic media buying to promote the event to a young, trend-conscious audience with an affinity for Colmar’s artistic and lifestyle universe.
2. An intimate, authentic format: a small group of influencers (Lison Di Martin, Youness El-Amine, Nicolas Hinet, François Nadeau and Léo DLR) whose worlds reflect the balance between technical expertise, elegance and performance at the heart of Colmar.
3. A rowing initiation, sporty, immersive and collective: first in an indoor tank to learn the stroke and synchronisation, then on the water to fully live the experience, guided by passionate volunteers.
4. A lifestyle universe in continuity with the “Long Weekend” capsule: a summer picnic as a nod to the Italian dolce vita, with light materials and SS25 tones, a set designed for content creation and colourful Italian summer catering. Guests received a summer kit and a Colmar outfit.
Impact
An impactful set-up that helped Colmar strengthen its urban outdoor positioning and reach a younger audience through authentic, aesthetic, performance-driven content.
The activation generated strong organic resonance thanks to the talents’ involvement and Views’ media coverage:
