We brought together 30 creators and set off on tandem bikes from Nyköping to Stockholm. In an otherwise highly digital industry, we chose to put our phones aside for a while, step away from our everyday routines and embark on a real adventure together.

TAKING A BREAK FROM THE DIGITAL
We spend a huge part of our everyday lives behind screens. Recent research shows that the average adult spends more than seven hours a day in front of digital devices, making it increasingly important to consciously create space for movement, social interaction and time away from screens.

That was the idea behind Tandem Talents.

We wanted to create an experience where physical activity and real-life interaction took centre stage, bringing creators together in a completely different environment from the one they are normally used to.

And what better way to do that than on a tandem bike?

Tandem cycling requires communication, coordination and trust. With five teams competing against each other and a series of challenges throughout the day, Tandem Talents put teamwork, creativity and endurance to the test while giving everyone the chance to connect in a completely different way.

The result?

3M+ organic reach across social media
Brands activated in a playful environment
Creators connecting and creating content together outside their usual digital context

MORE THAN A CYCLING RACE
Throughout the day, the teams took on different challenges where strategy, collaboration and friendship were just as important as cycling.

The competition brought out plenty of energy and team spirit, but the real success of the day was seeing people connect, challenge themselves and simply enjoy spending time together.

And after a full day of competition, there could only be one winning team… so congratulations to our Tandem Talents 2026 winners - team Björn Borg!

*The prize was a SEK 10,000 donation to Star for Life, an organisation that supports young people in South Africa through education, mentorship and health programmes.*

THE FIVE TEAMS

A DAY TO REMEMBER
The response from both creators and industry guests exceeded our expectations. From the early morning start to the celebrations later in the evening, the atmosphere was filled with energy, laughter and a genuine sense of togetherness.

For us, that is what made Tandem Talents such a success.

It was not about creating another activation that happened to involve creators. It was about creating a shared experience that people would genuinely remember and talk about afterwards.

A HUGE THANK YOU TO OUR MAIN PARTNERS

Tandem Talents would not have been possible without our incredible partners, Kiehl’s, Franuí, Tiptapp, Björn Borg and Rabble, who believed in the idea and helped us bring every part of the experience to life.

Our five main partners each had their own team of six creators, making them an integral part of the competition and the experience throughout the day.

THE TANDEM JOURNEY

Tiptapp kicked off the competition at Nyköpings main square with their own challenge at the starting point, where teams had to assemble furniture against the clock, with the first team to finish earning the right to start the cycling challenge first.

Franuí kept the creators happy on the road, treating everyone to their delicious chocolate-covered raspberries on the bus between the different parts of the event.

Throughout the day we made several stops along the route, from quick pit stops and lunch breaks to partner led activations designed to spark creativity, encourage new connections and give our partners the chance to meet the creators in a completely unexpected setting. It was a little chaotic, a lot of fun, and exactly the kind of environment where the best memories are made.

Kiehl’s Since 1851 took skincare off the beaten path and brought the creators deep into the forest for a challenge with an adventurous twist. Surrounded by nature and a forest rave atmosphere, the teams went head to head to create the ultimate guacamole, inspired by the avocado powered skincare hero at the heart of the challenge.

Björn Borg geared up all 30 creators for the challenge with matching training outfits built for an active day on the bike. Designed for movement and comfort, the kit kept everyone feeling ready to ride while giving each team a strong, unified look from start to finish.

Rabble had a team of their own competing in the race, joining the creators in the challenges and bringing even more energy, competition and team spirit to the day.

AND TO ALL OF OUR PARTNERS WHO SUPPORTED TANDEM TALENTS

7-Eleven made sure the day started with the most important part of any endurance challenge: breakfast. Before heading from Stockholm to Nyköping, all our creators were fuelled up and ready for the road. The perfect first pit stop before the real challenge began.

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NIO provided team UI with electric cars that allowed our us to follow the cyclists throughout the day, travel between the different stops and keep everything running smoothly behind the scenes.

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BAP Burgers & Pastrami gave the team a well-earned reset with a proper lunch break along the way. After plenty of kilometres and a full day of challenges, these DELICIOUS burgers were exactly the kind of refuel the riders needed before getting back in the saddle. A big thank you to BAP for keeping everyone well fed and ready for the second half of the day.

Fonti di Crodo kept the day refreshed from start to finish. Served alongside lunch, the drinks came in at just the right moment after hours of pedalling, pushing and competing.

Samsung Nordics helped keep our teams on track - quite literally. Every tandem bike was equipped with a Samsung phone displaying the route, giving the riders a reliable guide as they made their way from Nyköping towards Stockholm. With plenty of kilometres ahead, having the route right at their fingertips meant the teams could focus on the ride rather than getting lost along the way.

Bergkvara provided Tandem Talents with the event bus that took our creators from Stockholm to Nyköping and back again. Throughout the day, the bus became more than just transport, it was a place to take a breather, grab some food, recharge and regroup between challenges. A key part of keeping the entire Tandem Talents journey rolling.

IC SCANDINAVIA AS joined us in the goodie bags with hair care for all 30 creators. Because with helmets, wind and a full day on the bikes, the hair needed some backup too.

And of course, we had to make room for our very own stop: UI PRE PARTY!

Picture this: a parking lot, pouring rain, a booming boombox and 30 creators who were somehow both completely spent and fully hyped. Between snacks, energy refills and a few quick rounds of beer pong and bucket ball, we turned a very wet pit stop into a mini rave. Spirits were high, the speakers were louder and the finish line was calling. One last stretch to go, and then it was time to pedal towards the evening waiting in Stockholm.

Pressbyrån brought a proper Swedish fika to the UI Pre Party, serving up a well deserved sweet pit stop before the riders hit the road again.

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Valio stepped in as well just when our riders needed it most. Before the final kilometres, every creator got a drinkable quark to fuel up and get ready for the last push towards Stockholm. With protein in the mix and plenty of road still ahead, it was time to top up, get back in the saddle and keep moving all the way to the finish line.

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Red Bull was our energy drink partner throughout the day, helping set the tone at both the start and finish line and bringing the energy to the afterparty in Stockholm.

As our riders rolled across the finish line after a full day of cycling, challenges and teamwork, it was time to swap tired legs for celebration mode and toast to making it all the way from Nyköping to Stockholm.

FROM THE ROAD TO THE AFTERPARTY
After a full day on the road we took the Tandem Talents experience into the night. The afterparty brought the contestants, more creators, partners, clients and friends together in Stockholm for good music, drinks and plenty of post ride celebration, with Savoj Pizza keeping everyone fed along the way.

Solera Sweden was our main beverage partner for the afterparty and they made sure the glasses were never empty, supplying wine, beer, cider, bubbles and cocktails for the afterparty. Their drinks were a much appreciated part of the evening, helping keep the celebrations going after a long day on the road.

THE MOMENTS THAT MADE IT ALL WORTH IT

WATCH THE FULL AFTER MOVIE HERE.

Film & Photo
A Bolsöy Production AB

Looking back, Tandem Talents became so much more than we initially imagined.

What started as a slightly crazy idea turned into a successful event that brought together creators, brands and people from across the industry in a completely new way.

There was competition, creativity, physical activity and plenty of laughter, but most importantly, there were real connections.

A huge thank you to all 30 creators who took on the challenge, to our incredible partners who believed in the concept, and to everyone who helped make Tandem Talents 2026 possible.

We are incredibly proud of what we created together, and already excited about where the idea can take us next.

See you in 2027.