When a heritage Austrian sportswear brand like HEAD wants to introduce their latest Winter collections to the U.S., it’s about more than just showcasing apparel—it’s about creating a premium, immersive experience that reflects performance, design, and legacy.
THE CHALLENGE
As a heritage Austrian sportswear brand, HEAD aimed to strengthen its presence and gain meaningful traction in the U.S. market. The challenge was to showcase its performance-driven, fashion-forward apparel in a way that resonated with influential media, key opinion leaders, and discerning lifestyle audiences. Each activation needed to combine exclusivity, immersive experiences, and compelling storytelling—fostering authentic engagement, amplifying brand relevance, and securing lasting visibility in a competitive landscape.
DESIGN & EXPERIENCE
HEAD Sportswear’s Winter collection previews came to life across three curated activations. The experience began with a virtual press presentation at ALLY’s Downtown Los Angeles studio, bringing the collections vividly to life for a remote audience.
The first in-person preview in May 2022 at AG Studios in New York City offered a sleek, gallery-like setting where editors and stylists could explore each piece up close under the theme “Winter in Summer.”
THE HOLISTIC APPROACH
ALLY designed a multi-layered strategy to position HEAD Sportswear as both a performance leader and a fashion-forward innovator.
Through thoughtfully curated press events, spanning virtual presentations, in-person showrooms, and exclusive gifting suites and styling sessions, we created immersive experiences that highlighted the brand’s heritage, design innovation, and premium positioning.
Every touchpoint, from event flow and visual storytelling to personal interactions, reinforced HEAD’s relevance to U.S. media and lifestyle audiences.
In summer 2023, we introduced the Winter 2023/24 collection, hosted at Greenwich Penthouse, blending chic sophistication with rustic mountain-lodge charm. Winter-inspired floral installations, vintage skis, “lift ticket” invitations with UBER codes, and an exclusive gifting and styling suite ensured each guest engaged with HEAD Sportswear’s team and Lindsey Vonn while experiencing the performance, design, and legacy of the collection.
Each activation was carefully orchestrated to highlight both design and performance. Guests could interact with collections through styling sessions, curated display areas, and one-on-one engagement with Lindsey Vonn and HEAD Sportswear representatives.
GUESTS & ENGAGEMENT
The events brought together editors, stylists, influencers, and industry insiders, including key figures from WWD, ELLE, Fox, Cosmopolitan, and Vanity Fair. Curated interactions allowed the audience to explore the Legacy and KORE collections, participate in interviews, and engage with HEAD Sportswear’s brand vision in both a personal and interactive way.
RESULTS
The activations successfully positioned HEAD Sportswear as a premium fashion and performance-focused brand in the U.S., generating meaningful media coverage, influencer engagement, and strong brand awareness.
The curated, immersive experiences allowed the team to connect directly with key industry figures, leaving attendees inspired by the collections, the innovation behind them, and the legacy of HEAD Sportswear.
PRESS & INFLUENCER SEEDINGS
ALLY hand-selected key opinion leaders, media contacts, and influencers to receive select collection items , ensuring consistent visibility and authentic promotion across U.S. and international markets, amplifying coverage of Legacy, Rebel, and KORE collections and the limited edition GUCCI VAULT.
Exclusive interviews, social posts, and features helped extend the reach of the collections beyond the events themselves, building awareness and excitement among a targeted audience of fashion, sports, and lifestyle enthusiasts.
THE ALLY DIFFERENCE
As HEAD Sportswear’s U.S. partner, ALLY designed and executed a cohesive, multi-touchpoint strategy that balanced virtual and in-person experiences, creating a seamless narrative across platforms. By combining strategic planning, creative event design, on-the-ground execution, and comprehensive press and influencer seeding, we ensured each guest left with a deep understanding of the brand’s performance, design, and heritage.
This is the ALLY approach—strategic, holistic, integrated, and transformative. We don't just execute tactics; we build authentic connections that drive genuine business growth. For brands entering new territories, we're not just your agency. We're your ALLY - always on your site.
ROMAN STEPEK
Vice President HEAD Sportswear Global
“Partnering with ALLY has been instrumental in successfully launching and establishing our Legacy Line in the U.S. market Their strategic vision, deep market insights, and strong network across media and influencers have helped us connect with our audience in meaningful ways, driving brand awareness and engagement at an exceptional level. We truly appreciate their dedication and collaboration."