SCARPA, maker of high-performance footwear for mountain sports, offered outdoor fans in the Colorado Front Range a more curated brand experience and deeper dive into its winter product line through a seasonal “shop-in-shop” partnership with Full Cycle, a bicycle shop in Boulder, Colo.
The format allowed SCARPA to showcase its entire backcountry and freeride ski boot lineup, along with a selection of winter running, mountaineering and cold-weather hiking shoes, while offering consumers a more experiential look into what drives the Italian footwear manufacturer as a brand.
SCARPA is one of a handful of winter-sports brands involved in the Full Cycle ‘shop-in-shop.’ Others include Hestra, Ortovox, DPS, Dynafit and Pomoca.
The concept offers Full Cycle the opportunity to grow awareness among its bike-centric customer base with regard to other winter fitness activities. SCARPA and the other brands involved will be able to highlight a larger selection of their products than is typically the case in specialty outdoor retail shops. They also will be able to do so in a way that puts more focus on their individual brands.
A big focus of the ‘shop-in-shop’ concept is a high level of training for Full Cycle staff so they fully understand the brands and products, and how they translate to different kinds of endurance athletes.
For more information about SCARPA footwear, visit www.scarpa.com.
