The timing could not have been more perfect: Mido launched a tribute collection for its Ocean Star range at the climax of the Mido x Red Bull Cliff Diving in Bilbao, Spain, this September. The international sporting event comprised seven heats held at different venues around the world, wherever a dive could be executed from a platform 85 to 92 feet from the water surface.
At the finals, Mido hosted its brand partners and the media from a hospitality center beneath the La Salve Bridge, on which the platforms were mounted, that straddles the Ria de Bilbao. “One of the reasons we came here is that the product is ready; we’re ready to launch our tribute collection,” says an ebullient Mr. Franz Linder, CEO of Mido.
The brand’s participation in the said sporting event as official performance partner was warranted by a link to the collection, explains Mr. Linder. When the team looked at ideas for celebrating the Ocean Star anniversary, they decided it would be to strengthen the message by underlining the competence and positioning of the product. An extreme sport, cliff diving is charged with danger, and its participants are hailed for courage, endurance, strength, and skill — characteristics that could be assumed in the Ocean Star. “We checked a lot of things and ended up with a partnership with Red Bull Cliff Diving because it’s new and a very good match to the collection,” he continues.
This story is from the November 2019 edition of PORTFOLIO Magazine.
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This story is from the November 2019 edition of PORTFOLIO Magazine.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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