Launch of T-FREE® socks: Afterwork by Sidas

To mark the launch of its new two-finger sock technology, called T-FREE®, the Sidas brand went out to meet its users (runners and trail runners) by launching the Afterwork concept, with 5 exclusive evenings organised in shops:

Tonton Outdoor in Vannes / I-RUN Paris Mathurins / Top Sport in Cernay / Athlérunning in Aubière / Intersport in Chamonix.

On the programme:

Presentation of the technology, test of the T-FREE® sock on a 5 to 7km trail with a SIDAS athlete, post-race buffet and exclusive goodies in the brand's colours, discussions with SIDAS internal teams.

A 360° communication campaign was deployed prior to the event: Window dressing in the shops, special furniture to highlight the socks on the shelves and during the evening, a dedicated registration platform (https://www.sidas.com/fr/content/117-afterworks-t-free), personalised and targeted digital communication.

In all, over a hundred tests were carried out, with 90% of participants recommending the Afterworks experience and just as many users convinced by the T-FREE® technology.
 

What is T-FREE® technology? 

Co-developed with ultra-trail runner Jonathan Albon (winner of the Dacia UTMB® Mont Blanc - CCC® 2023), the T-FREE® Run and Trail sock has a separate compartment for the big toe, giving it back its biomechanical properties of stability and propulsion. All the technical features of a Sidas sock, plus guaranteed sensations!