Peak Performance

Dust PR London built solid awareness and established the desirability and credibility of Peak Performance to a UK audience over a twelve year period

What We Did

Dust PR London launched the ski segment of technically proficient, style driven lifestyle brand Peak Performance into the UK market in 2003 and went on to introduce each category they cover through the preceeding years to also include outdoor, active, golf and casualwear

Unheard of in the UK at launch the brand now enjoys thriving distribution in key ski, golf and outdoor stores including Mr Porter, Net-A-Porter, Snow & Rock, Surf Dome and Trendy Golf

Dust has been instrumental in creating and sustaining a strong credible foundation of awareness of the brand within the UK using a mix of targeted editorial placement, relationship building with editors and seeding on VIP influencers

Our most recent strategic seeding successes include TV placement on shows like BBC's Ski Sunday over two consecutive seasons on presenter Graham Bell and placement on Heston Blumethal resulting in imagery used throughout travel lifestyle media within promotional images of his Mountain Gourmet experience with Marcus Waring and Sat Bains (featured in The Independent, Metro, Daily Telegraph & Times)

To support Peak's sponsorship of the all female free ski film production 'Pure Shades of Winter' Dust secured press for a screening of the film at Snow & Rock and interviews with attending freeskier, Matilda Rapaport

Evening Standard, main lifestyle image
Left : The Telegraph Ski & Board jacket top left | Right : The Times Magazine, lifestyle image bottom right no.16
Left : Health & Fitness, main lifestyle image top left | Right : In The Snow, jacket and lifestyle image top right
Financial Times How To Spend It, jacket & leggings bottom right
Sunday Times Travel cover, Heston Blumenthal wears Peak Performance
Left : Metro, Heston Blumenthal in Peak Performance | Right : i by Independent, Heston Blumenthal in Peak Performance
Fall Line, jacket bottom left
Left : Monocle, top | Right : Telegraph Magazine, gloves top left
Left: Esquire, jacket | Right : Men's Health, hoodie
GQ, jumper
Graham Bell, Sky Sports wearing Peak Performance jacket
Left : Arena, jacket being held | Right : Arena, top
Left : Drapers, brand profile | Right : Esquire, news story
Left : Men's Fitness, news story | Right : Esquire, cardigan underneath gilet
Left : Fall Line, jacket no.3, trousers, no.4 and suit no.5 | Right : Sport and Street, jacket
Guardian Weekend, news story
Left : Men's Running, orange top | Right : Men's Running, gilet
Left : Wallpaper*, helmet bottom right | Right : Financial Times Weekend, jacket
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