Adam Peaty Partnership

Brief

The Brief.

CUPRA is a sophisticated performance brand that challenges traditional design, and our brief was to promote CUPRA’s product range by finding an ambassador that would best fit the brand’s performance credentials.

With the Tokyo Olympics and Birmingham Commonwealth Games taking place just a year apart we highlighted an athlete that stood out from the crowd.

The solution, Adam Peaty, the 100m breaststroke world record holder and reigning Olympic, World, European and Commonwealth champion.

The Response.

Adam’s sporting performance, alongside his love of cars, provides a perfect fit for the CUPRA brand.

Wide ranging activations, that ran through to the 2024 Paris Olympics, included a track day which showed Adam’s competitive spirit with a timed lap, a ‘day in the life’ video where Adam attempted to beat his world record time during everyday tasks, a hill climb driving challenge and a visit back to his hometown with Tokyo Olympic medals in hand!

Each activation day has incorporated a series of media interviews alongside the filming of video content. The interviews have provided significant branded coverage in key national and broadcast media.