
CHALLENGE
How can fashion be made more responsible? OLYMP and Boris Herrmann have found clear answers to these questions: In an extensive collaboration with a total of three capsule collections, we are focusing on sustainable fashion. The collaboration supports OLYMP’s overall goal of converting its entire product range to Green Choice by 2025.
SOLUTION
Professional sailor, climate activist and OLYMP Green Choice ambassador Boris Herrmann was the first German to take part in the world’s most challenging single-handed regatta, the Vendée Globe. With his team Malizia’s mission ‘A Race We Must Win – Climate Action Now’, he embodies a clear message in favour of climate protection and is the perfect partner for OLYMP. The collections designed together with Boris will be released via specifically selected, media-effective digital and classic communication channels to maximise the visibility of the collaboration among consumers.
PERFORMANCE
Around 60 million contacts are reached via print adverts in high-reach titles. The seasonal digital campaigns, which each achieve around 120 million ad impressions, position OLYMP and Boris Herrmann as ‘Responsible Heroes’ across all target groups. We also utilise the media presence of Team Malizia, which generates a media value of over EUR 400 million in three years through sailing activities and sustainable commitment. Drop 2 is supplemented by TV sponsorship on the ARD morning programme, which reaches a further eleven million contacts.