SCARPA to open curated winter brand shop in partnership with Boulder bike-retailer Full Cycle
October 24, 2023
New kind of brand partnership looks to cross-pollinate cyclists and other types of endurance winter sports.
BOULDER, Colo. (Oct. 24, 2023)/OUTDOOR SPORTSWIRE/ – Beginning in late October, SCARPA, maker of high-performance footwear for mountain sports, will offer 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 well-respected bicycle shop in Boulder.
The format will allow 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 also offering consumers a more experiential look into what drives the Italian footwear manufacturer as a brand. The shop will open with a kickoff event on Thursday, Oct 26, at 6 p.m. Tickets cost $10 and are available for purchase at this link.
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.
“What we’re trying to do here is really get to that true brand experience and cross pollinate between different kinds of people who enjoy outdoor endurance sports,” said Russ Chandler, owner and general manager of Full Cycle.
A big focus of the ‘shop-in-shop’ concept is a high level of training for Full Cycle staff so that they fully understand the brands and products, and how they translate to different kinds of endurance athletes.
About SCARPA and SCARPA North America
Founded in 1938, SCARPA builds performance footwear for climbing, hiking, skiing, mountaineering, trail running and other outdoor pursuits from its headquarters in Asolo, Italy. SCARPA has been owned and operated by the Parisotto family since 1956. In 2005, SCARPA opened its North American headquarters in Boulder, Colo., staffed and directed by veterans of the North American outdoor industry, to oversee sales, marketing and distribution in the U.S., Canada and South America. For more information about SCARPA footwear, visit www.scarpa.com.
Verde Brand Communications
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