Shimano approached LOAM to support the global launch of their latest XTR groupset which is the most advanced mountain bike drivetrain they’ve ever created. We understood the assignment clearly: precision, performance, and trust was absolutely required to pull this project off.
Following our successful delivery of Shimano’s OE Camp in November 2023, we were tasked with designing and executing a three-week experience in Spain that would introduce the all-new XTR M9200 Di2 to media and retail partners from around the world.
XTR is the pinnacle of Shimano’s MTB engineering and the launch needed to reflect that. No second chances. No compromises.
Working closely with Shimano Europe and our trusted partners on the ground, LOAM took on the full project management of the Media and Retailer Camp. Our aim was to give every guest the chance to push XTR to its limits while we maintained tight control over timing, logistics, and group flow.
At LOAM, we specialise in the complex environments for outdoor sports brands where storytelling and logistics meet. Our value lies not just in operations, but in creating conditions for success:
If you’re planning a launch, looking to tell a better story, or need support delivering high-value MTB, Trail Running or any other outdoor sports related experience anywhere in the world we’d love to talk to you about it!
