Brouwerij Haacht enters a multi-year partnership with cycling icon for strategic campaign
Brouwerij Haacht is proud to announce a multi-year collaboration with former professional cyclist and cycling icon Philippe Gilbert to further strengthen the positioning of the SUPER 8 Flandrien brand within the cycling world. As part of this strategic partnership, designed to reinforce the brand identity of SUPER 8 Flandrien, Gilbert will serve as the brand’s ambassador.
The collaboration with Philippe Gilbert, a cyclist renowned for his perseverance and passion for the sport, aligns perfectly with the values and vision of SUPER 8 Flandrien.
“We are thrilled to have Philippe on board as the face of our brand. His impressive career and status as a true Flandrien seamlessly match the image we want to convey with SUPER 8 Flandrien,” says Karen Cumps, Brand Manager at Brouwerij Haacht.
STRAVA Challenge kicks off the campaign
To mark this collaboration, we are launching a unique STRAVA challenge. This challenge will be activated in the run-up to the SUPER 8 Classic and offers cycling enthusiasts the chance to win an exclusive Flandrien cycling outfit. The challenge aims to inspire and motivate both amateur cyclists and avid athletes to embrace the Flandrien spirit that SUPER 8 embodies.
“I am pleased to collaborate with SUPER 8 Flandrien. Their focus on craftsmanship and perseverance aligns well with the values I hold dear as a rider. It feels like a natural fit, and I am proud to be part of this Belgian story,” says Philippe Gilbert.
Vincent Bogaers, Account Director Benelux at Wasserman, adds: “At Wasserman, we are very happy with this partnership. Together with my colleagues from Wasserman Cycling, who represent Philippe Gilbert, we have set up this partnership and designed the campaign. Bringing together a strong brand like SUPER 8 Flandrien with a legendary rider like Philippe Gilbert showcases the power of collaboration within cycling.”
SUPER 8 Flandrien will be present at several major cycling events in the coming months. On September 21, we will be at the SUPER 8 Classic, an event that takes place in our own backyard in Haacht. We will also be present at various cyclocross races, including the iconic Koppenbergcross on November 1. The highlight of our activations this year is the Six Days, where we will be actively participating with an exciting cycling challenge.
For more information about the STRAVA challenge and other events, follow Instagram at https://www.instagram.com/super8_beers/
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Wasserman is a leading connections agency specializing in sports, music, culture, lifestyle and entertainment. In the Benelux, #TeamWass has offices in both Mechelen and Amsterdam, with EMEA HQ in London.
