Iceland Will Upcycle Your Lockdown Sweatpants into Hiking Boots
Grace Mahas — June 24, 2021 — Marketing
References: sweatpantboots.lookslikeyouneediceland & youtube
After more than a year of lockdown in light of the COVID-19 pandemic, Visit Iceland is welcoming back travelers with a unique activation campaign. The brand will upcycle your old lockdown sweatpants into hiking boots so you're prepared to "reawaken your senses" while you take on new adventures. Plus, the excess material will be transformed into a carrying bag for easy transport.
Guðni Th. Jóhannesson, President of Iceland, commented on the campaign, stating: “We all hope that the end of the pandemic is in sight and that we can soon resume our normal lives after a year of various restrictions in society. And we can travel again! It is a pleasure to be able to welcome guests again to our beautiful country.”
To transform your old lockdown outfit into these on-of-a-kind boots, you can head to the Sweatpant Boots pop-up (located on Rainbow Street in Reykjavik). Fans will have to show a valid plane ticketing showing they arrived in Iceland on or after June 24th.
Image Credit: Visit Iceland
Guðni Th. Jóhannesson, President of Iceland, commented on the campaign, stating: “We all hope that the end of the pandemic is in sight and that we can soon resume our normal lives after a year of various restrictions in society. And we can travel again! It is a pleasure to be able to welcome guests again to our beautiful country.”
To transform your old lockdown outfit into these on-of-a-kind boots, you can head to the Sweatpant Boots pop-up (located on Rainbow Street in Reykjavik). Fans will have to show a valid plane ticketing showing they arrived in Iceland on or after June 24th.
Image Credit: Visit Iceland
Trend Themes
1. Upcycled Fashion - A trend towards environmentally conscious and sustainable fashion, with a focus on repurposing materials and reducing waste.
2. Adventure Tourism - A trend towards experiential travel, with an emphasis on unique and off-the-beaten-path activities like hiking and other outdoor adventures.
3. Creative Activations - A trend towards innovative and engaging marketing strategies that offer consumers a unique and memorable experience.
Industry Implications
1. Fashion Industry - There is an opportunity for brands in the fashion industry to innovate and incorporate upcycling and sustainable practices into their design and manufacturing processes.
2. Tourism Industry - There is an opportunity for the tourism industry to offer unique and sustainable experiences that cater to the growing interest in adventure travel.
3. Marketing Industry - There is an opportunity for marketing agencies to create innovative brand activations that engage consumers in a unique and meaningful way, while also promoting sustainable practices.
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