NIVEA

Our Relationship

Beiersdorf partnered with us to bring the NIVEA x HYROX partnership to life through fitness-focused brand experiences.

The work began with the strategic platform, Performance Demands Care, which positioned NIVEA within the preparation and recovery journey around HYROX. Since then, the partnership has continued throughout 2026, growing across HYROX event spaces, internal Beiersdorf moments, ambassador launches, and supporting campaign events.

The Challenge

We were tasked with developing the strategic and experiential direction for how NIVEA should show up within the HYROX environment.

The scope included campaign strategy, activation concept development, spatial planning, guest journey development, branded environment design, event support, and onsite execution across multiple touchpoints.

A key requirement was ensuring that NIVEA felt relevant in a high-performance fitness space without losing its core association with care. The experience needed to connect sweat and movement with the role NIVEA plays around training.

The solution

We built the experience around the idea that performance demands care, creating a strategic thread that guides how NIVEA appears across public events and internal spaces.

Our work has included:

• HYROX race activations
• Internal Beiersdorf office experiences
• Ambassador launch moments
• Branded product touchpoints
• Guest journey planning
• Spatial design
• Onsite execution support

Across each touchpoint, we focused on making the partnership feel natural to the HYROX audience. Product was positioned within the rhythm of performance, with NIVEA connected to preparation and recovery.

Rather than treating the partnership as a once-off event presence, we helped create a campaign platform that can continue across multiple HYROX moments throughout the year.

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