Skillbike Technogym

SKILLBIKE is the first indoor training bike equipped with a real gear shift. Designed by Technogym, world leader in fitness equipment and seven-times Official Supplier to the Olympic Games, SKILLBIKE brings the emotion and challenges of outdoor cycling to the indoor environment. Faberi Associati has designed the communication strategy and developed the assets to launch the revolutionary new stationary cycle.

Production company video: K Plus

Photography: Alberto Narduzzi

www.technogym.com

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The strategy was designed to support the company’s mission of being the n.1 brand in the world for innovation, by creating not only the best products, but also experiences and digital content that enable to enjoy indoor training at its best.

Technogym has a long-standing collaboration with Olympic and professional athletes to design products that enable people to train like champions and perform at their best. The new SKILLBIKE reproduces the biomechanics and dynamics of real riding, to engage users in challenging workouts that mirror real roads and trails.

The communication centres on the idea that SKILLBIKE offers its users an augmented and totally immersive experience. If you close your eyes and concentrate on the feeling and go through the motions, it just feels like riding outdoors. To achieve the parallelism between indoors and outdoors, Faberi Associati has created photographic and video images of athletes in motion, on the slopes of the Italian Prealps, a famous location for riders, and in an indoor environment, the ex power plant of Fies, a symbol of industrial archaeology that relives in a new digitale and immersive story setting.

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Faberi Associati also worked with Technogym on a comprehensive launch strategy, including video, press advertising and print collaterals.

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