*Activation Type: Cycling Events, Product Showcases & Outdoor Brand Activations
Giant and Liv have worked with TentCraft for years, returning with additional orders as their event program has evolved.
At Sea Otter 2026, that relationship showed up in a big way.
The two cycling brands created a 100-foot-long outdoor product showcase using five connected 20'x20' E-Series frame tents with extended peaks. Inside, the space was organized around new bikes, helmets, shoes, accessories, merchandise, campaign graphics, and dedicated areas for both Giant and Liv.
The tents provided the structure, but the full environment was built from a larger system of custom walls, media displays, and branded mightyTABLEs designed to help the brands tell several product stories within one connected footprint.
The Life Time Sea Otter Classic is a busy outdoor event where Giant and Liv needed to support product launches, merchandising, customer conversations, and brand visibility within one large activation footprint.
That meant their activation space needs came down to three priorities:
Hold up confidently in the windy outdoor conditions at Sea Otter.
Give bikes, apparel, accessories, and new launches enough room to stand on their own.
Bring Giant and Liv together in one large footprint without blurring the identity of either brand.
Sea Otter’s outdoor conditions meant Giant and Liv needed a substantial event structure they could trust throughout the activation. Wind was a specific concern for the team, especially across a footprint this large.
Giant and Liv were showcasing bikes, helmets, shoes, accessories, merchandise, and new launches within the same activation.
The space needed enough room to give those products proper attention while still making it easy for attendees to move through the booth, browse, and talk with staff.
Giant and Liv were activating side by side, but each brand still needed its own clear identity.
The footprint had to feel connected overall while giving each brand enough space to tell its own product and campaign stories.
TentCraft helped Giant and Liv turn those requirements into a five-bay E-Series setup built around five identical 20'x20' frame tents with extended peaks.
Connected in a straight run, the tents created approximately 100 feet of continuous covered event space. Building that footprint from individual 20'x20' structures also helped simplify some of the engineering and permitting requirements that can come with larger temporary structures, reducing unnecessary cost and complexity for the activation.
At Sea Otter, the E-Series semi-permanent frame delivered the sturdiness the team needed in the event's famously windy outdoor conditions.
A Giant and Liv representative called the structure “very sturdy” and added, “especially [with] how windy it is at Sea Otter, this thing is solid.”
Inside, the footprint was divided between both brands to create distinct Giant and Liv areas with room for bikes, new product launches, apparel, accessories, merchandise, and customer conversations.
Custom printed roofs and full walls established each brand's identity. Media walls in several sizes gave individual products and campaigns dedicated, story-driven backdrops throughout the open floor area for displayed bikes, helmets, shoes, sunglasses, apparel, and other merchandise arranged throughout the activation.
“We have this big banner to showcase the new Propel Advanced SL, which is great to put a splash and have it take up most of the wall, which we love,” the representative said.
Other media walls featured Giant campaign creative including “Ultimate Speed,” “Gravel Crusher,” and “Bold Moves,” while Liv used its own product imagery and campaign graphics throughout its portion of the space. Using different media wall sizes allowed each display to be built around the product and available space rather than forcing every story into the same format.
“If you have a space and you're trying to make something work, they'll make it happen for you,” the representative said of TentCraft.
Custom Giant and Liv mightyTABLEs also added branded counters for guest interaction and transactions.
“Here's our TentCraft tables. These are great for transacting. Very sturdy. You can customize whatever's printed there,” the representative said.
Once the activation was live, attendees could enter directly from the event aisle, move between product displays, browse merchandise, get a closer look at new bikes and gear, and talk with brand representatives.
The result was an open outdoor product showcase that gave Giant and Liv the scale they needed for Sea Otter while bringing the structure, product displays, campaign graphics, and transaction areas together within one cohesive event environment.