When The Race of Gentlemen (TROG) was looking for a way to attract an NYC-based audience to their race in Wildwood, NJ, we decided the most authentic approach was not to run local ads or shout from the city rooftops.
Instead, we reached out to our friends at Double RL (RRL), the rugged workwear brand, for a collaboration. We understood that both TROG and RRL celebrate a classic American culture and revivalist spirit at their core, and were perfectly aligned in their own branding to create a cohesive partnership. The collaboration produced an invite-only TROG party at the RRL flagship store in SoHo a week before the race weekend. It brought together friends, influencers, press and RRL customers for a night of tasty burgers, no-fuss beers and vintage bikes. And, most important, introduced TROG to a partnership they could build on for years to come.
