Columbia Sportswear has taken over an East London salon for a new experiential activation offering hikers complimentary foot rubs and pedicures as part of the launch of its Peakfreak footwear collection.
Named Feet Freak, the activation turns the salon into a post-hike recovery space where visitors can receive free foot rubs and outdoor-inspired pedicures after spending time on the trails.
The experience also serves as the finishing point for a series of free guided hikes around London, allowing participants to move directly from the route to the salon.
Peakfreak Campaign Moves Into a Physical Setting
Feet Freak has been created around the launch of Columbia Sportswear’s Peakfreak collection, which includes the Peakfreak Titanium OutDry, Peakfreak III and Peakfreak Hera, with the latter designed specifically for women.
The physical activation extends Columbia’s wider F££T FUND campaign, which launched in September and places hikers’ feet at the centre of the footwear campaign. Selected participants are offered £135 for photographs of their feet taken while hiking.
The earlier social campaign has been running across EMEA and uses social media and creator content to focus attention on the feet that hiking footwear is designed to protect.
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