Together, we have demonstrated how LaceUp formats create real added value—for participants, partners, and the community. And how they can be used specifically as a marketing and activation tool.

LaceUp as a platform for genuine integration

LaceUp does not view partnerships as a sponsorship opportunity, but rather as an active role in the event experience. Our GPS-based formats enable partners to be involved where emotions arise: on the route, at the finish line, during the group ride—and not just on a single event day, but over a period of weeks.

This turns an event into an ongoing story in which partners are visible, relevant, and credible.

LaceUp provides an ideal digital complement to our brick-and-mortar store and gives our community new impetus. The combination of digital and physical is a perfect fit for us.

- Marcel Kamm, Managing Director at Tempo Sport

Tempo Sport: Customer frequency through community and exercise

Tempo Sport uses Les Cols de Zurich to get people moving—and to Horgen.

The added value arises on several levels:

• 
  new customer activation The hills around Zurich motivate road cyclists to discover new climbs—and connect these experiences directly with Tempo Sport as a local hub.
• 
  s to retain existing customers Joint group rides to the Cols, meeting points, exchanges—the event becomes a platform for community building rather than traditional advertising.
• Physical touchpoint instead of online impression
  The reward for finishing—from an ultralight water bottle to a small snack in the shop—ensures that the contact is real, personal, and measurable.

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

Giordana: A lasting memory

While Tempo Sport strengthens local ties, Giordana provides something that everyone will love to take home: an exclusive jersey designed especially for the LaceUp community.

The effect:

• An emotional memento of a personal experience
• High-quality product instead of promotional items that have to be purchased
• Visibility far beyond the event – every time the jersey is worn

This turns a digital event into a physical memento that combines performance, community, and brand.

More than just a day-long event: visibility for weeks

A key aspect of our partnership:
Partners are not just showcased on one day, but over a longer period of time.

Thanks to LaceUp, this happens automatically:

• Event duration over several weeks
• Repeated touchpoints through rides, badges, and milestones
• Communication precisely when participants are emotionally involved

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

Partnership on equal terms – looking ahead

The fact that we are extending our partnership with Tempo Sport and Giordana for another three years is a strong sign for us:
This model works—for everyone involved.

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