29 September 2026 — Anyone who recently travelled along the A12 near Utrecht may have witnessed a striking outdoor activation: a climber abseiling from an advertising mast high above the ground. The setting was not a rock face in the Alps or the Ardennes, but the Dutch urban landscape as a playground. With this spectacular out-of-home (OOH) activation, Garmin Netherlands launches the new fēnix 9 series and shows how a change in perspective can transform everyday places into an adventure.
The stunt marks the start of the Dutch adaptation of the global Play Harder campaign. The activation’s strategy and creative concept were developed by sports marketing agency Capital Sports.
Play Harder on Dutch soil
With the introduction of fēnix 9, Garmin Netherlands wanted to go beyond the usual focus on features and specifications. The challenge for Capital Sports was to show not only what the watch can do, but also to bring what it stands for to life. With everyday life increasingly designed around convenience and predictability, the team set out to find adventure where you would least expect it.
That idea comes together in the campaign film. Up close, the climber appears to be surrounded by a mountain landscape. Only when the camera pulls back does it become clear that the adventure is taking place alongside a busy Dutch motorway. Play Harder becomes a literal reality: you do not always have to travel further afield to find adventure. Sometimes, it is about looking differently at what is already around you.
About Garmin and fēnix 9
Designed to push boundaries, fēnix 9 is packed with new and improved tools to take training and exploration to the next level. The fēnix 9 Pro builds on all the premium features of fēnix 9 and introduces a new design, along with phone-free connectivity, a solar-charging display, additional flashlight modes and much more.
Engineered on the inside for life on the outside, Garmin products have revolutionised life for runners, cyclists, swimmers and athletes of all levels and abilities. Garmin is committed to developing technology that helps people stay active and improve their performance, and believes that every day is an opportunity to innovate and a chance to beat yesterday.
About Capital Sports
Capital Sports is a creative sports marketing agency based in ’s-Hertogenbosch, working for brands, teams and athletes including Ambilight TV, FC Barcelona, Nike, KNVB, Frenkie de Jong and dsm-firmenich Running Team. Through strategy, creativity, activation and partnerships, Capital Sports brings brands and sport closer together.
To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title. Our newsletter is free and we don’t sell our subscriber list.
Paid Advertisement
