At the ice skating rink at Frogner Stadium, Hermier brought Icebug's story to life where it matters most – on actual ice. Journalists and influencers experienced firsthand how Norway's leading studded shoes perform while CEO David Ekelund explained the brand's commitment to sustainability 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. The event resulted in significant organic visibility on social media, with participants sharing authentic experiences.

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