How Revamp Put Rage Coffee on the HYROX Map Without Being a Sponsor
What if your brand could own the attention of a major event without being its official sponsor?
That was the idea behind Rage Coffee x HYROX New Delhi, conceptualised and executed by Revamp as a guerrilla marketing activation designed to put the brand directly into the action.
Instead of investing in conventional event sponsorships, Revamp identified two athletes participating in HYROX and turned them into the campaign’s moving brand ambassadors. Dressed in Rage Coffee jerseys, the athletes documented their complete HYROX journey—from intense preparation and training to race day.
We built Rage Coffee naturally into their daily routine. Their mornings started with Rage Black Coffee, positioning the product as part of their pre-workout ritual and performance-focused lifestyle rather than just another branded placement.
At HYROX New Delhi, where 3,000–4,000 people attended, the Rage jerseys created continuous, organic visibility. The brand was not confined to a backdrop or booth—it was moving through the crowd, competing on the course and becoming part of the event experience.
Revamp’s videography team captured the entire journey, which was then transformed through post-production into 3–4 high-energy reels built for social media.
The campaign went on to generate 1M+ views across the content, creating significant awareness and engagement for Rage Coffee.
The takeaway was simple: you don’t always need to sponsor the event to own the moment.
With the right idea, the right people and the right execution, Revamp turned two athletes into a high-impact guerrilla marketing campaign for Rage Coffee.