Wrestoolmania

The Challenge


How could we increase sales on our website by creating an unforgettable experience for our buyers, considering their unfamiliarity with hardware culture and disconnection from e-commerce?

Insight

If we wanted them to buy tools excitedly, we had to take them somewhere that excited them like never before. We brought the point of sale to where they already were: wrestling. And we used the wrestling universe as a narrative framework to present the products in a ring of emotions.

Execution

We partnered with WWA, a real wrestling league. Across 16 events, each wrestler entered the ring with their “weapon”—a tool. El Lagar became the tournament brand, and each match was a product showcase.
 The fights were broadcast live, and each product had its own QR code redirecting to e-commerce. We created TV shows, social media, and 24/7 content—achieving more than just the championship: the title of the hardware champions.