Paragon were appointed by Under Amour, international sports apparel and footwear brand, to deliver their sponsorship activation of their Welsh Rugby Union partnership during Rugby World Cup 2015. We were tasked with entertaining over 120 key retail partners over 2 events over 2 weekends of RWC; Wales v England and Wales v Australia, both at Twickenham.
The key was to create an experience that really lived and breathed the Under Armour brand and was truly Under Armour at every touch point. From the moment guests checked in at the hotel at the Under Armour check in desk, Paragon delivered an Under Armour experience. The day started at a central London hotel where guests were collected by an innovative transport option – the Under Armour branded experience bus – which was completely Under Armour branded and included a bar and DJ.
Before the match, guests were dropped at The Pigs Ear pub in Richmond which had been transformed both inside and out, into the Under Armour clubhouse with branding from the Under Armour RWC campaign and rugby activities including a tackle bag that measured the tackling power of guests. Rugby Internationals and brand ambassadors including Scott Quinnell and Jamie Cudmore were also in attendance to entertain guests and answer questions. After enjoying hearty pre match food and drink, guests were transferred by the Under Armour experience bus to Twickenham to enjoy the match. Post-match the group were collected again by the Under Armour experience bus and transported back to the hotel for a refresh before moving onto further post-match entertainment.
Mike Dods from Under Armour said, “Paragon worked hard to understand who we are as a brand and then created an experience that perfectly represented who we are and what we stand for. The Paragon team definitely went the extra mile to make sure every detail was taken care of and feedback from our guests has been fantastic.”