Case Study: KITH boosts UK community excitement with Backlash’s Kith & Kin X Wilson Tennis Roadshow

KITH reaches 400,000 people in a 4-day roadshow with Backlash

KITH, a US streetwear and lifestyle brand, faced the challenge of generating excitement and connecting with its UK community for the pre-launch of its new Kith for Wilson tennis collection. The brand partnered with the vendor Backlash to create an engaging experiential marketing roadshow.

Backlash implemented a multi-location roadshow across London, centered around a custom-wrapped 1960s Routemaster bus designed to resemble an elegant private tennis club. The solution allowed guests to interact with the collection and a bespoke vending machine. Over the four-day activation, Backlash helped collect 2,000 data entries, exceed ambitious sales targets, and reach over 400,000 people.

KITH