CLIENT: ZALANDO SPORTS CLUB

During my time as the Interim Marketing Lead for Denmark at Zalando in 2024, we reinforced the Global Sports campaign “Your best is yet to come” with a local influencer initiative that ran throughout the summer. Being responsible for the entire process, from ideation to execution, I worked closely with local agency Morch & Rohde Cotery to develop Zalando Sports Club: an influencer campaign targeting new audiences through two curated training sessions in partnership with local sports communities and profiles in Denmark’s three biggest cities to showcase Zalando’s sports assortment.

Zalando Sports Club was successfully implemented from June to September, featuring two training sessions per city led by a selected coach in collaboration with existing local sports communities. There sessions offered a curated experience not only for influencer profiles but also for local consumers, with free spots available via pre-registration. Events were held in Copenhagen with Nordic Strong, in Odense with Odense Running Crew, and in Aarhus with Aarhus Crossfit. Zalando Sports Club focused on community, accessibility, and promoting Zalando’s sports assortment, delivering a genuine and credible message that resonated with the target audience, increasing Zalando’s awareness and consideration in the market.

Partnering with top influencer local names such as Didde-mie Lykke, Malte Ebert, Cecilie Haugaard, Fredrik Trudslev, Sarah Dahl, and Sally “Sneakers” Javadi, among others, Zalando Sports Club also leveraged a digital campaign supported by a dedicated landing page and curated collection pages created by some of the participants, further promoting conversion.

FULL CREDITS

Client Zalando
Agency Morch & Rohde Cotery