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The Rugby Tweed Run was part fashion show, part marathon, part flash mob. Participants were invited to show up to the Rugby Store dressed in their best traditional English tweed and take a jolly old bike ride across NYC.
Increase the overall presence of Ralph Lauren’s new SoHo Rugby shop by creating an engaging and quirky way to spread brand awareness.
Drury replicated the well-known London Tweed Run in New York City. We knew it was an event that could generate content and conversation on social media as well as overall awareness of the new stores opening.
The Rugby Tweed Run was a hit, with 400+ cyclists joining the ride, dressed to the nines. Attendees drank tea from china cups, danced to live period music, and shared their experiences on social media. Legendary photographer Bill Cunningham even snapped a few shots.
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