In Paris, they carried out one of the funniest challenges and the one that generated the most expectation. They had to turn a stranger into a ‘Street Fashion Icon’ armed with Tommy Hilfiger clothes and accessories, who had to agree to be dressed and photographed by Polaroid. Which was the prize for the winner? Luxury travel to the next leg of the journey, whilst the others travelled by scooters and buses. Having started their European route in Hoxton, London, the next stop after Paris was the Reebok Yoga Challenge, which took place outdoors near Lake Constance, on the border of Switzerland. There they had to unleash their creativity and test their limits by attempting some impossible positions in order to win prizes – creating their own new yoga position and giving it a name. The winners got luxury accommodation for the night, whilst the others started setting up the camp and collecting firewood.
But, in addition to the different initiatives held by the big cities, the two teams had an even more difficult challenge: being able to create something that sells under time pressure on the road. A major challenge which was about sales and knowing their audiences, something essential for any professional who makes their talent their business, whose starting point/inspiration were images and words collected on their journey. There is no doubt that this new project led by Amazon Fashion is just the beginning of an adventure that has only just begun. Because, as Alex Barnett, director of marketing for Amazon Fashion Europe, anticipates, “we are looking forward to exploring the creative opportunities that this partnership with Twitch opens, and finding innovative ways to help customers discover their favorite clothes and brands on Amazon.” See you tomorrow night in Barcelona to put an end to this first chapter and celebrate the victory of the winning team.
