ULTIMA X CURSA DiR GUÀRDIA URBANA

Objective
Launch the Ultima PRO+ range in a relevant sports environment, generating brand awareness, emotional connection, and a unique experience for both sports and animal lovers.

Value Proposition
An activation that went beyond visibility: Ultima not only positioned itself as the main sponsor of Barcelona’s most popular urban race, but did so by creating authentic, meaningful experiences with purpose.

Activation
Sampling at 20 DiR fitness centers, with the Ultima team present throughout the day. Members had the chance to discover the Ultima PRO+ range and connect with the brand in an active, everyday setting.
Experiential stand at the Runner’s Expo and race finish line, which included:
• On-site sampling for participants and companions
• Full product display for both dogs and cats
• Solidarity LoveShop in collaboration with BdeBruno, with 100% of proceeds donated to animal shelters in Spain