Cybex and Williams Racing

In March 2016, Cybex was named official fitness equipment supplier to Williams Racing.

As part of the agreement, the new Williams Cybex Gym was opened at the F1 team’s HQ in Wantage, Oxfordshire and 100AND10% worked in partnership with the Williams team to deliver the gym launch.

This included the creation and activation of the comms plan, press and media attendance at the event and resulting coverage, alongside collation of photo and video content.

Ahead of the launch, 100AND10% was also responsible for the design of large-scale artwork for the gym to incorporate both the Cybex and Williams Racing brands.

The launch received significant coverage within print, digital and social channels and across both trade and sports press. Sky Sports News also attended and broadcasted footage and interviews from the launch as part of its pre-season build-up.