ZALANDO — Laax Open • Studio Voile

Building on the What Do I Wear platform, the LAAX OPEN became the next chapter in Zalando's growing presence within freestyle culture.

As the event's main partner, the brand moved from sponsor to participant. Built around the question What Do I Wear to Win?, the concept translated the campaign into a series of experiences across the mountain — from branded features on the course and gondolas to interactive retail, a dedicated showroom, and the village itself.

Rather than adding branding to the event, the activation positioned Zalando at the heart of one of freestyle's defining moments, connecting fashion, performance, and community through a single idea.

Under the global campaign claim What Do I Wear, we were tasked with developing a concept for a global winter sports campaign that positions Zalando as a leading winter and outdoor sports retailer.

Building on the success of our outdoor campaigns since 2023, we tapped into the longstanding friendly rivalry between Austria and Switzerland — an insight designed to drive local relevance and strengthen brand affinity across digital platforms.