Visa Asia Triathlon Cup

Case Year: 2023

About the Project

In 2023, Visa partnered with the Asia Triathlon Cup, held on the shores of Lake Issyk-Kul. Once again, the brand invited participants to go beyond simply watching — to feel the event on every level: physical, emotional, and digital.

Execution

Visa’s signature brand zone — already familiar from marathons in Almaty, Astana, and Tashkent — appeared at the triathlon. Same treadmills. Same VR headsets. But a new level of inspiration, fueled by the stunning backdrop of Issyk-Kul and the energy of live competition. Guests took a three-minute immersive journey through four climate zones: city, forest, desert, and the Arctic. Wind, humidity, and temperature responded in real time to the visual experience. At the finish — branded souvenirs and a surge of pure emotion.

Atmosphere

Movement as a way to explore the world.

Technology as a bridge between the real and the virtual.

Sport as a personal story in motion.

Results

— Kyrgyzstan became a new stop on Visa’s regional journey

— 7,000+ participants across all projects

— ~40,000 people reached on event sites

ROI Group's Role

We adapted the concept for the unique context of the Asia Triathlon Cup. Updated the visuals, fine-tuned the VR route, and ensured flawless technical execution. All to make sure participants remembered not just the triathlon — but how a brand can inspire through experience.