Oakley BMX Roadshow Mobile Tour-Driving Audience Engagement Case Study


Oakley in an effort to reach and engage the youth market, Oakley chose to partner with 4 EON and launch a BMX roadshow across multiple cities throughout Italy to connect with this Italian audience face to face.

CHALLENGE:  Oakley wants to to keep its market share as an extreme sports lifestyle brand, and it wanted to create a brand experience that would differentiate Oakley from other sports equipment, clothing companies, portrays them as outside of the mainstream and provide a unique channel between the brand ambassadors (athletes) and the audience.

SOLUTION:  The solution was to build a massive BMX ramp and obstacle course at each location, set up an inflated tent structure, the environment was part DJ studio, and part athlete hangout station. A dynamic mashup of music and professional x games level BMX demo offered the visitors the chance to meet their favorite riders, take in the beautiful sites of the city and of course sample Oakley products and giveaways.  


Paolo Baretti- Director of Global Trade Marketing at Oakley

Key Elements Included:    

  • Managing construction crews to under tight time deadlines of setting a full contest demo course, multiple tents and branded signage.   
  • Hiring pro athlete brand ambassadors and attractive promotional models to work the event, interact with the crowd, sign autographs and hand out Oakley samples.  
  • Bringing in professional music, DJs and extreme sports announcers to keep the energy level high for the events.    
  • Event photo activation was set up to take photos with the fans and the athletes.


4 EON was a successful roadshow event partner for Oakley throughout the experiential BMX Italian roadshow tours. They were very professional and delivered a significant amount brand activation to ensure that each event was packed with thousands of Oakley consumers and fans. These events were crucial for allowing the attendees to experience our brand. Fans had the opportunity to meet some of the best BMX athletes in the world through the branding campaigns, thereby inspiring and granting attendees a deeper connection to our lifestyle products.  Additionally, their services in both construction management and project management were an asset in terms of managing the ramp-course construction as well as making sure the event ran smoothly.  This promotional tour event was a success using a “cultural branding” integrated marketing communications solution centered around an extreme sports theme.  – Paolo Baretti- Director of Global Trade Marketing at Oakley



With this unique event design, and engagement strategy,  this Oakley mobile tour brought a significant amount of awareness and visibility to the brand, creating buzz that brought in thousands of new fans at each event stop.  Oakley has been working with 4 EON over the course of 9 years on several different types of consumer activations including  retail spots, mobile pop-up, motorcycle simulators.

Contact us for your next promotional road show tour.