At Ryderwear, I was the ideator and key driving force behind our Ryderworld 2021 event. I envisaged a Black Friday sale doubling as a two week festival of fitness for our community, branded ‘the fittest festival in the world’. While our sitewide offer was the headline act, we also offered fitness-themed giveaways, workshops, masterclasses, merch and a heap of other free extras, all designed to help our audience be their best selves and engage with our brand beyond the discounts.