Elevate the Launch of MAAP’s First European Store in Amsterdam

Personalised Shopping & Brand Immersion

The event began with a private tour of the new store, where product experts guided attendees through a curated shopping experience. This was followed by a comprehensive brand presentation from MAAP’s CMO, Ian Elliot, providing rich context about the brand’s values and European expansion.

Amsterdam City Tour

A ride through Amsterdam on traditional Dutch town bikes allowed media to experience the city's cultural and retail hotspots that inspired MAAP to establish their first European presence here.

Networking Over Dinner

The day concluded with a casual dinner in the heart of Amsterdam, offering media a chance to engage with key decision-makers and brand ambassadors in a more intimate setting.

1-on-1 Interviews

The following day, we facilitated exclusive interviews between the media and MAAP's leadership, deepening the narrative shared on the first day.

Official Launch Party

The event culminated with the LaB’s grand opening, attended by over 150 industry insiders, MAAP ambassadors, and local cycling enthusiasts.

The event achieved extensive media coverage, with in-depth features in Rouleur, Cycling Weekly, RAW Cycling Magazine, and more. These stories not only announced MAAP’s European expansion but also delved into its broader brand vision and strategic growth in the EU.

Beyond the coverage itself, the event created invaluable face-to-face connections between MAAP, a Melbourne-based brand, and the European media—a rare opportunity to build relationships directly. Feedback from attendees highlighted the relaxed approach compared to conventional press trips, allowing for a deeper, more engaging brand experience.