How Tempo Sport and Giordana use LaceUp formats as a marketing tool

You recognise good partnerships when they become part of an experience – not just a logo on the sidelines. Our collaboration with Tempo Sport and Giordana around the LaceUp format Les Cols de Zurich shows exactly that.

Together we showed how LaceUp formats create real value – for participants, for partners and for the community. And how they can be deployed deliberately as a marketing and activation tool.

LaceUp as a platform for real integration

LaceUp does not treat partnerships as sponsoring space, but as an active role in the event experience. Our GPS-based formats make it possible to involve partners where emotions happen: on the route, at the finish, on the group ride – and not just on a single event day, but across weeks.

An event becomes a continuous story in which partners are visible, relevant and credible.

LaceUp is the ideal digital complement to our brick-and-mortar business and gives our community fresh impetus. The combination of digital and physical is a perfect fit for us.

- Marcel Kamm, Managing Director at Tempo Sport

Tempo Sport: footfall through community & movement

Tempo Sport uses Les Cols de Zurich deliberately to get people moving – and to bring them to Horgen.

The value emerges on several levels:

• New customer activation
  The cols around Zurich motivate road cyclists to discover new climbs – and connect these experiences directly with Tempo Sport as the local hub.
• Retaining existing customers
  Shared group rides to the cols, meeting points, exchange – the event becomes a platform for community care instead of classic advertising.
• A physical touchpoint instead of an online impression
  The finisher reward – from an ultralight bidon to a small refreshment in the shop – makes the contact real, personal and measurable.

Tempo Sport is thus not simply a sponsor, but part of the route, part of the community and part of the story.

Les Cols de Zurich group ride with Tempo Sport

Giordana: a keepsake that lasts

While Tempo Sport strengthens the local anchoring, Giordana provides something everyone is happy to take home: an exclusive jersey, designed especially for the LaceUp community.

The effect:

• an emotional keepsake of the personal experience
• a high-quality product people buy, instead of a giveaway
• visibility far beyond the event – every time the jersey is worn

A digital event turns into a physical memento that connects performance, community and brand.

The Giordana jersey in action

More than an event day: visibility across weeks

A central point of our partnership:
partners are not staged on one day only, but across a longer period.

Thanks to LaceUp this works automatically:

• an event duration of several weeks
• repeated touchpoints through rides, badges and milestones
• communication exactly when participants are emotionally involved

The result: lasting brand presence instead of a short peak.

A partnership of equals – looking ahead

That we are extending the collaboration with Tempo Sport and Giordana by another three years is a strong signal for us:
this model works – for everyone involved.

Many thanks to Tempo Sport and Giordana for the trust, the shared vision and the will to rethink partnerships: not as logo placement, but as a genuine contribution to an event's success. Here's to three more years with Tempo Sport and Giordana.