THE BRIEF.

We were set the task to drive mainstream and endemic media coverage for Red Bull Hardline, one of the world’s toughest downhill mountain bike races. The goal was to amplify the event’s reputation, profile its elite riders, and generate widespread awareness across local, national, and global outlets before, during, and after the event.

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THE IDEA.

We set out to position Red Bull Hardline as a crossover cultural and sporting moment. By spotlighting extraordinary rider achievements, such as Louise Ferguson becoming the first woman to complete the course, we could spark mainstream interest while strengthening endemic coverage. A multi-layered media strategy targeted national broadcasters, lifestyle titles, and local press. Athlete storytelling and creative activations were central to maximising awareness, ensuring the event broke through beyond the core biking community.

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THE APPROACH.

Soapbox activated a proactive press office, delivering athlete profiling, strategic announcements, and live event media management. We facilitated 46 athlete interviews, hosted 22 media representatives on-site, and secured 173 pieces of coverage across endemic, regional, and mainstream outlets, including BBC Sport and Visit Wales. Through careful coordination, branded storytelling, and consistent outreach, we ensured Red Bull Hardline resonated with diverse audiences.