Henry V Events

Reestablish Rykä

Rykä wanted to attract and encourage new core customers- women for whom fitness is more about carving out “space of mind” than rock-hard abs. Henry V helped take the first step.

The Challenge:
Conveying that re-positioned Rykä brand to busy, social and active 35-42 year-old women required side-stepping traditional media and creating a cohesive environment for connection and celebration.

The Solution:
Henry V helped activate a Rykä/Iron Girl Events partnership by creating a 20x40 pop-up retailtainment environment for use in 9 key Ryka markets. To tap into race participants’ values, we embedded Rykä’s commitment to women’s health and community-building into our solutions:

• Pop-up retail boutique/spa hybrid with free foot reflexology and chair massages as well as the ability to purchase Rykä footwear and apparel
• Local influencer programs to serve as brand ambassadors
• Rykä “Mile Motivators” to support and cheer participants
• Route signage to encourage and inspire
• Kiosks to gather real-time feedback, orders and lead generation
• Online community – blog

The Results:
Over 20% of participants enjoyed complimentary foot rubs. More than 15,000 local, loyal customers and brand ambassadors experienced the true values of Rykä.