“We should work together.”

That’s what 2018 European marathon champion Koen Naert said after delivering his keynote at WILL. Struck by both his amazing performance as an athlete and his great personality, we did not hesitate one second.

Our collaboration started with developing a personal brand and brand strategy. Koen is all about just being himself, a role model and a champion. This strategy has been translated into a series of actions, ranging from ways to promote the marathon (a branded bus to the Rotterdam Marathon for example), himself (a national TV broadcast documentary), running with Koen (coming up soon) to a challenge to support him during his attempt to break his personal record.