The Game Fair PR Activation 2025

The Game Fair is the annual gathering for people passionate about countryside pursuits and the Great British countryside—a celebration of rural life and the beauty of the British landscape. It’s where our core community comes together in one place, which is exactly why Le Chameau showed up with intent: to entertain, be memorable, and turn that energy into love for the brand and demand for our boots.

We built a PR-led experience around a single, joyful piece of theatre—an eight-foot, hyper-realistic Le Chameau boot that acted as a beacon, a stage and a social magnet. The stand journey moved from spectacle to substance. Visitors were drawn in by the “Big Boot” photo moment (a ready-made UGC engine), then discovered the craft behind the product through visual storytelling panels and a tactile deconstructed-boot station where people could handle the sole, lining and rubber, guided by short, punchy tags. Adjacent to this, a focused hero display showcased three to five top-selling styles alongside imagery from our pro categories—Agri, Field Sports and Equestrian—so the entertainment naturally flowed into education and product consideration.

Community sat at the heart of the plan. On Friday from 3:30–5:00pm we hosted a Happy Hour that brought together influencers, retailers and top customers for beef Wellington bites and exclusive Boot Beer served in collectible Boot Beer glasses. We invited eight Bredon Hill VIP customers (with plus-ones) for a white-glove Game Fair experience—lunch, exclusive drinks, a custom pair with a care kit and access to limited-run gifts—turning our most loyal advocates into storytellers on the day. Throughout the weekend we kept the energy high with a spin-to-win wheel, sticker drops and “Boot Beer” mugs as a threshold gift with purchase, ensuring there was always a reason to stop, smile and share.

Even the giveaways were designed to travel: letterstyle caps, Boot Beer glasses and handmade messaging totes became moving billboards beyond the fair, while “Boots in the Boot” car stickers extended our presence across the car park and onto social feeds. Every touchpoint laddered back to the brief—make it entertaining, therefore memorable—while serving our commercial goals: energise the stand, increase dwell time, encourage UGC and elevate sales consideration. In short, we turned a celebration of the countryside into a living, breathing expression of Le Chameau—craft, community and countryside at full volume, with the kind of theatre people remember and the substance that makes them buy.

The Making of The Boot

Behind the spectacle was serious craft. Rule One Productions brought the Big Boot to life with the same obsession for detail we put into our footwear. The initial board sell-in was nothing more than a single AI-generated image—no measurements, no scale—so Rule One began by 3D-scanning an original Le Chameau boot to capture exact proportions and fine details. The structure was printed in two parts (a single print wasn’t feasible), bonded to form the full silhouette, and then coated and rendered to replicate the tactile character of our materials. We explored a rubberised finish to match the feel as well as the look; while that wasn’t ultimately possible, the team achieved a flawless visual: precise colour-matching to the reference pair we supplied, convincing texture, and faithful detailing down to the zip, straps and even the logo on the sole. The finished piece was set within a branded frame that turned it into a perfect picture moment, delivered to The Game Fair, and immediately did its job—drawing a crowd, powering UGC, and anchoring the booth’s theatre.

Thank you to Nick at http://ruleoneproductions.com