To mark the launch of its new two-finger sock technology, called T-FREE®, the Sidas brand went out to meet the users (runners and trail runners) by launching the Afterwork concept, with 5 exclusive evenings organised in shops:
Tonton Outdoor in Vannes / I-RUN Paris Mathurins / Top Sport in Cernay / Athlérunning in Aubière / Intersport in Chamonix.
On the programme:
Presentation of the technology, test of the T-FREE® sock on a 5 to 7km trail with a SIDAS athlete, post-race buffet and exclusive goodies & discussions with SIDAS team.
A 360° communication campaign was deployed prior to the event.
In all, over a hundred tests were carried out, with 90% of participants recommending the 'Afterwork' experience and just as many users convinced by the T-FREE® technology.
What is T-FREE® technology?
Co-developed with ultra-trail runner Jonathan Albon (winner of the Dacia UTMB® Mont Blanc - CCC® 2023), the T-FREE® Run and Trail sock has a separate compartment for the big toe, giving it back its biomechanical properties of stability and propulsion. All the technical features of a Sidas sock, plus guaranteed sensations!
