EVENT | FITTEST FREAKEST CHALLENGE 2020
The Freakest Challenge is the biggest Xfit event in Barcelona, organised by Nike together with the sports equipment store Fittest Freakest. The event has grown year on year, reaching a capacity of 2000 at this years event at Sant Jordi Club.
At Lateral Thinking we developed the access control, seating, crowd flow, and specific engagement points, allowing attendees to feel a part of the event. These included, a pop up shop for specialised Xfit equipment, an interactive photo op and a history wall, showing the evolution of Xfit, the sport, along side previous Freakest Challenge events.
The overall aesthetic followed that which is typical of Xfit with a gladiatorial feel, industrial materials, and bold graphics. We were proud that this event was largely sustainable, with most furniture, props, and structures made to last for future editions, or even alternative events.