This summer, while much of Europe was suffering another heatwave, Gobik brought an unexpected proposal to one of cycling’s most iconic climbs: the Col du Tourmalet became the stage for our latest activation, a concept we called Cold in Summer. The idea was simple but powerful: winter is usually a season many cyclists fear, but with the arrival of the new Unity Advanced Cold 26 collection, we wanted to turn that perception around. Instead of seeing the cold as something to avoid, we invited cyclists to look forward to it with excitement.
From concept to reality
The inspiration came from considering that this launch was arriving at retail right in the middle of the heat season in much of Europe, and we wanted people to explore the collection by literally feeling the cold.
That’s how the proposal was born: to transform that sensation into something tangible and attractive through a collection of ice creams inspired by the colors of Unity Advanced Cold26. Cold, tasty, and visually striking, the ice creams became the perfect vehicle to convey the essence of the collection. From there, we set out to turn the idea into reality: looking for suppliers, designing flavors and textures, and shaping a concept as visual as it was appetizing. The final challenge was to take this proposal to the top of the Tourmalet and capture this entire narrative in such an iconic place. Freezing the clothing, designing an edible experience, and creating an unforgettable moment was, without a doubt, a challenge as original as it was delicious for the whole team.
Bringing winter to the summit
For one weekend, the summit of the Tourmalet was transformed into a little Gobik universe. There, we set up a portable igloo where cyclists and fans could enter and get a first look at some pieces from the new collection. Around it, branded freezers reinforced the feeling of entering a cold space, creating a refreshing contrast with the high temperatures outside.
And, as with every great climb, a reward could not be missing. Everyone who reached the summit was welcomed with an ice cream in the colors of the new collection, a well-deserved prize after conquering one of cycling’s toughest ascents.
A surprise on the climb
The activation wasn’t limited to the summit. On the slopes of the Tourmalet, our team handed out ice creams to cyclists as they climbed, as if they were support staff offering bottles in a race. Only this time it wasn’t hydration, but a sweet and energetic blast of cold that encouraged them to keep pedaling toward the top.
The reaction was immediate: surprise, laughter, and a sense of novelty that turned a demanding climb into an unforgettable experience. A small gesture that captured the essence of Cold in Summer: rethinking the perception of winter cycling and associating it with a feeling of enjoyment.
Jerseys turned into flavors
To make the experience even more immersive, each ice cream was designed to reflect one of the featured jerseys from the new collection. Blue popsicles for the blue jersey, and so on, with each color accompanied by a unique flavor. These frozen creations were much more than just a simple refreshment: they were a creative way to bring the visual language of Unity Advanced Cold 26 to life, allowing cyclists to taste and experience the collection in a totally unexpected way.
