Zyro Fisher and Altura draw on Cirka’s sports retail experience for 2018 activation plans
Cirka’s team has been turning their collective eye on the cycle industry this week as we begin a creative program of projects with Zyro Fisher’s cycling brand Altura. As with all the best projects three little letters ( NDA) stop us telling you about all the really great bits, but as the brands ethos says below we are as committed to the project as they are to cycling.
“Whether it’s covering the miles each weekend with your road buddies, tearing down a newly found trail or commuting to and from work
Cycling is who we are as people and as a brand
The team at Cirka will be helping Altura’s marketing team delivery on that ethos in both national and independent retailers, providing retail creative, display stand manufacture and logistical support services.
Altura as a cycling brand has segmented its product offering into 3 main areas to aid shopper into selection and deselection of the garments best suited to their style of cycling, and to be successful the retail displays will need to embrace and capture this as well.
Altura Urban collection: After extensive testing of the NightVision products, the Product Creation Team have established key darkzones within a garment, worn in riding position, and highlighted these with NV360˚ Reflective Technology. The NightVision jackets offer superior water and wind protection in a fully tape seam sealed garment, with equally superior levels of breathability to maintain a core body temperature during your ride.
Altura Road collection: Through ‘Ride & Research’ Altura continue to engineer garments that offer superior ride comfort and performance for an improved riding experience. Working with pro riders, like the ONE Pro Cycling Team, Altura is able to continue pushing boundaries to deliver garments that offer lightweight performance and comfort for all riders. Altura have three different collections in this seasons road range; Podium Elite, Peloton and Active, including a women’s Peloton and Active range. The Podium Elite series is lightweight performance focussed with the Peloton series offering an endurance specific option and the Active collection’s main characteristic being comfort.
Altura Dirt collection: Our ambassadors ride in the most challenging locations around the globe. We rely on them to push our products to the limits of performance and deliver feedback for improvements, enabling us to provide you with a better performing product. Dirt DNA is one of ‘Durable Performance’. All products are heavily tested in a lab and on the trails to ensure that we give you something that we are confident with. New Altura Dirt garments feature some of our best technologies and properties, including breathability, the new stretch for improved comfort and flexibility, wicking for better moisture management and showerproof fabrics which have both water repellent and breathable properties.