At the ice skating rink at Frogner Stadium, Hermier brought Icebug's story to life where it matters most – on actual ice. The challenge was to showcase the performance of Norway's leading studded shoes while also communicating the brand's deep commitment to sustainability.

Journalists and influencers experienced firsthand how Icebug's studded shoes perform. This practical demonstration was complemented by insights from CEO David Ekelund, who explained the brand's sustainability initiatives and their powerful Black Friday boycott – where instead of discounts, all revenue goes to organizations protecting nature, including Naturvernforbundet in Norway.

The Icebug Ice event balanced product demonstration with purpose, creating natural conversations over warm oatmeal and winter trivia, fostering an authentic and engaging atmosphere.

The event resulted in significant organic visibility on social media, with participants sharing their authentic experiences with Icebug shoes and the brand's message.

Turns out the best way to communicate grip is to let people feel it for themselves.