For the global pre-launch of the Zero Negative Energy hoodie, starring Real Madrid’s Gareth Bale, Fixers Group took over Foot Locker’s flagship store in Madrid to create an unforgettable experience. With just five weeks of pre-production, we successfully launched the hoodie one week before its global release, capturing the attention of the world.
Our team at Fixers Group designed and executed a 360-degree experience around the product launch. The consumer activation included an athlete Meet & Greet and an in-store Real Madrid press conference, generating an impressive €70 million in earned media within just 24 hours.
The transformation of the two-floor store was achieved in just 1.5 hours, involving 75 staff, 154 m² of custom prints to cover the walls, and securing permits for transforming the exterior of the venue. We also managed the logistics for directing a crowd of over 3000 enthusiastic fans.
Fixers Group handled the entire project’s creation and production, ensuring every detail was meticulously executed to make this launch a resounding success.
