An annual fixture in the EMEA Fox Factory marketing calendar in early May, is exhibiting the brand portfolio at Bike Festival Riva, Italy.

With picturesque Lake Garda as the backdrop, this event marks the start of th European bike show season with 400 exhibitors, and approximately 60,000 visitors from Germanic-speaking markets, Italy and worldwide take over the town for a first hand taste of the latest cycling products.

Providing a perfect platform to engage OEM customers, end consumers, media and other industry folk, Fox Factory appointed raw elements sports marketing to deliver end to end event management allowing the sales and management teams to focus on driving the business forward.

The primary event objectives were to increase brand awareness, present new MY25 product, provide tech support for customers and partners and increase overall sales.

With new MY25 product launched to the public at Sea Otter Classic in California only 10 days prior, Bike Festival Riva was the first time the product would be physically shown in Europe.

Due to limited marketing resources and time available, raw elements hit the ground running to work across multiple internal Fox Factory departments situated between Taiwan, Canada, Germany & UK to pull together all aspects of the event activation.

Fox Factory felt their presence at the show had stagnated since the Covid interruption and were looking for cost efficient ways to drive consumer engagement with the brand portfolio and the new product on display.

With years of managing complex events across the sporting landscape, raw elements got straight to work on the structural elements of building out the event with multiple stakeholders.

Conscious of the challenge laid down by the client, raw elements leaned into our industry knowledge and black book of connections to secure exclusive exhibition bikes raced by World Champions and freeride bikes still covered with Red Bull Rampage desert dust.

We also secured recently launched OEM partner bikes, activated a global athlete with a signing session and displayed videos to showcase the brand and explain the new advancement in Fox Factory's suspension damper technology. Collaborating with the local distribution partner, we oversaw a lead generation activation to add thousands of qualified leads into a their DTC e-commerce workflow. Working in partnership with the powered vehicle group, we presented a Fox Factory equipped side-by-side race vehicle complete with bike rack for the ultimate shuttle vehicle vibe.

With visually dynamic activations across the brand portfolio to enrich a static product experience, we drew consumers in from across the show. This gave booth staff the opportunity to explain the new product technology and the improvements it would offer to the riding experience.

With a private meeting area at the back of the booth, selected media and OEM customers got the exclusive chance to experience product still under embargo whilst consumers took pictures of their heroes bikes, picked up a signed poster, got a technician to check their suspension setup was correct and left with a piece of branded swag. An experience not to be forgotten!