As part of its strategic transformation, Rossignol—an iconic winter sports brand—is making a bold move into outdoor sports with the launch of its very first trail running shoe collection, the Vezor and Venosk models. This is a natural diversification, driven by innovation, sporting heritage, and a storytelling approach perfectly aligned with new consumer habits.
A product launch designed as a brand experienceue
To support this major milestone, Euros / Agency Group devised a bespoke, authentic, and engaging activation at the intersection of product testing, content creation, and community building. The goal was to bring the Rossignol outdoor promise to life through a real, open-air experience, true to the brand’s DNA. We organized an exclusive social run in Bures-sur-Yvette, in partnership with Rafael Janosevic, founder of Parenthèse Adventure Club, on a course selected via the On Piste application. Less than an hour from Paris, about twenty trail runners and outdoor content creators had the opportunity to preview the new Rossignol shoes in a natural and friendly setting.
An impactful and emotionally resonant initiative
More than just a product test, the event created a moment of sport, sharing, and exchange, in the spirit of running communities.
On the agenda:
- A trail session on a nature route
- Immersive content created by the participants themselves
- An outdoor lunch to extend the experience
The result was a significant wave of organic visibility on Instagram, driven by sincere, aesthetic content that strongly resonated with the brand’s values. This natural earned media was amplified by the bond of trust between Rossignol and its community.
This launch embodies a new dynamic for Rossignol, affirming its ambition to become a fully-fledged, year-round outdoor brand. Euros / Agency Group is proud to support this ambition alongside the Rossignol Group teams, with a consulting and creative approach that combines brand strategy, field experience, and community influence.
Thank you to our client for their trust, to Parenthèse Adventure Club for the co-organization, and to all the participants for their engagement and energy.
