Alberto Contador Partnership

  • Campaign Development
  • PR
  • MP&B
  • Branded Content
Alberto Contador Partnership


To step up awareness the cycling eyewear brand KOO signed Alberto Contador immediately after his retirement. They asked SHIFT to help them make the most of the partnership by creating a press release and photoshoot.


Enthusiast cyclists love getting new glasses, but they tend to be image-based purchases, chosen based on the riders and messages they are associated with, rather than technical features.


Focusing on Contador’s new-found freedom to choose, we combined the legendary rider’s thoughts on his own future with his new ability to select his own eyewear now rather than have it specified by his team. Instead of just doing a photoshoot we created a whole range of content: interesting, entertaining and adding greater meaning and salience around the KOO brand.


Going above and beyond the original brief, we made a big impression in a short time by using a combination of PR, press placements, digital and social media. We launched the first video in April with two further videos in the series following during the summer.


Within a month of launch the content had reached 113,000 people and the video had been viewed 25,000 times. This idea still sits at the heart of the KOO brand today.