Kari Traa Brand Activation – Red Bull Cliff Diving, Norway 2012
9th August, 2012
As cliff diving is traditionally a male dominated sport, it was necessary to create a viable link for Kari Traa to be a part of the event as a main sponsor.
Women will, as of next year, be an official part of the Red Bull Cliff Diving Championships. So far so good.
Then we went looking for one of the few female cliff divers worldwide. We found Anna Bader who was willing to be a part of the sponsorship – however, as females jump from 20m (rather than the 27m the men dive from), we managed to create a teaser dive a few days ahead of the event, together with Red Bull’s Orlando Duque, 7 times world champion cliff diver.
As a result, a very organic story was created, with Anna opening the doors to females as of next year, Kari Traa (the double Olympic Gold Medalist Skier) endorsing her in a male dominated sport and the clothing brand Kari Traa as a product item.
During the event we showed an event clip about Anna Bader, her dive and the story behind it on the 70m2 screen to the audience, Kari Traa was sampling from a boat on shore and all in all the brand was extremely visible during the day to the local and international press and the audience present.
Anna Bader will be a part of the Kari Traa Extreme Team, Kari Traa extends cooperations with Red Bull and Kari Traa’s German efforts might very well be based around Anna in 2013.
The video clip of the event and an own-production video will be launched through KariTraa.com and national media in the course of August to match follow ups of Cliff Diving and international exploitations regarding the clothing brand.
For more information on this innovative partnership – feel free to contact: