In March 2026, together with Thai Trade Center Copenhagen, we set out to introduce Thailand’s national sport Muay Thai boxing to a Nordic audience. Muay Thai is not just a sport but a cultural experience rooted in tradition, discipline and community.
From idea to experience
The concept Muay Thai Experience 2026 was a three-day event series with a clear goal: To create more awareness about the sport and introduce more people to it, regardless if they never tried it before or were already experienced fighters.
The event series was designed for different audiences and settings:
- A large, open public event in the city centre.
- A community-driven training day with local clubs.
- And a more intimate activation for the employees at a private company.
To bring authenticity to the experience, we invited the renowned world champion Superlek from Thailand. Supelek is a superstar in Muay Thai circles and helped drive great attention and signups for the events.
Related handled the entire project from early concept and visual identity to RSVP handling, logistics, venue management, technical setup, safety measures and on-site execution.
Building anticipation
Leading up to the events, the focus was on building awareness and driving sign-ups.
We collaborated with Danish influencer profiles who already had a genuine connection to the sport – Jeppe Ølgaard, Philip Geisler Berg and Frederikke Olsen-Kludt – ensuring the content felt personal and credible. Their storytelling, combined with paid social and PR, helped spark early curiosity and drive sign-ups.
The response came quickly. Within just a few days, sessions began to fill up – and soon after, waiting lists started to grow. With demand already exceeding capacity, the focus shifted from driving sign-ups to informative communication and creating desire to try.
Three days of energy, culture and connection
Across the three days, participants engaged with Muay Thai in different ways – through training sessions, cultural elements and social interaction.
Between training sessions with Superlek, visitors could:
- experience Thai cuisine
- enjoy short Thai massage sessions
- explore Muay Thai equipment and a chance to win boxing gear in a raffle
- get autographs and selfies with worldchampion Superlek
The events created a natural mix of sport, culture and social interaction. Behind the scenes, we managed everything from participant flows, safety and crowd control, technical production, logistics and coordination across all locations, ensuring a seamless experience from start to finish.
The result
- 244 participants across three days – a great mix og ages, genders and levels of experience
- Waiting lists of up to 129 people per session
- 140,875 total impressions and 4,763 clicks within the first week through paid social at a cost of 5,600 DKK
Influencer and content collaborations further strengthened the reach:
- 235,700 reach and 275,780 views
- Impressive 9.2 participant satisfaction score (out of 10)
- Additional exposure through PR outreach and local media, including MigogKbh
But beyond the numbers, the most important result was something else – people showed up, tried something new, and connected with Thai culture in a way that felt genuine and memorable.
