EventsNews

Breuninger Brings AlphaTauri Pop-Up to Red Bull’s Urban Downhill Finale

An AlphaTauri menswear pop-up, a downhill VR experience and a members event connect the Stuttgart flagship with the city’s sporting calendar.

Published: Sep 8, 2026 1:13 PM

By Shipra Bohara

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Breuninger Brings AlphaTauri Pop-Up to Red Bull’s Urban Downhill Finale

Photo shared by Joachim Aisenbrey / Breuninger.

Breuninger has brought AlphaTauri into its Stuttgart flagship’s menswear assortment, supporting the addition with an Autumn Winter 2026 pop-up and activities tied to Red Bull Cerro Abajo. The program pairs a product presentation with a virtual-reality downhill experience and a members evening at Sansibar.

Joachim Aisenbrey, Managing Director of Breuninger’s Stuttgart flagship, said the AlphaTauri pop-up presents the brand’s “Art of Motion” collection and will remain in the men’s department until September 19. The partnership links Red Bull’s premium fashion brand with the retailer’s local event programming.

A Store Activation Around a Citywide Event Red Bull staged the German debut of its urban downhill event in Stuttgart on September 5–6, with the city hosting the series finale.

The City of Stuttgart reported around 90,000 spectators across the weekend, establishing the scale of the sporting occasion surrounding the retail activation. Inside Breuninger, customers could try an interactive VR experience that presented the downhill route from the riders’ perspective.

Photographs show a participant wearing a headset while seated on a bicycle, bringing a physical element into the digital experience. The AlphaTauri Members Night added a hospitality component at Sansibar…

AlphaTauri outerwear and digital product presentation

Speakers at the AlphaTauri event outside Sansibar

AlphaTauri clothing presentation at the members event

Panel conversation at the Breuninger and AlphaTauri event

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