When we think about icon brands Pirelli is definitely on the top of the list. Race and performance are the tip of the sword. When a conversation started between ECHOS and Pirelli we knew this was the ultimate for our agency and that all our conversations surrounding bike/race align with the product rally cry.
Just like all categories and new products on the market, there needs to be an introduction phase to indoctrinate influencers (both media and tastemakers) to the brand. We are loving building the buzz surrounding P Zero and working with the Italian team.