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.