How did Wowow start?

By Tom Bogaert · Reviewed on

Wowow started in 2004 out of two cycling accidents. Founder Peter Lievens heard the same words from the driver both times — "I didn't see you" — and decided things had to change. That became the mission: making as many people as possible visible on the road.

From Aalst the brand grew into a player active across Europe, with in-house design and controlled production. The thread has stayed the same for twenty years: improving road safety through visibility, and designing that visibility so people actually want to wear it.

For a collab that's a strong story to work with: the brand didn't come out of a marketing department but out of a concrete problem on the road. That "I didn't see you" is also the sharpest angle for your own content.

Sources

  1. WOWOW Reflective Wear — About (Peter Lievens, 2004)

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Related questions

What kind of content can I make for Wowow as a sportfluencer?

Anything that fits how you train, as long as your Wowow gear is visibly in shot in the dark. Minimum: one Reel or feed post plus one Story tagged #WowowSundaySquad, @wowowreflectivewear.eu and @sundaysquad1. Strong formats: dark-hours training, seen vs unseen or a POV from the road.See the five content formats that work for Wowow →

What is Wowow and where is it made?

Wowow Reflective Wear is a Belgian brand from Aalst that has made reflective clothing and accessories for cyclists, runners and pedestrians since 2004. The core is visibility: retroreflective materials that stand out in the dark, from vests and jackets to shoe covers and LED.Read what Wowow is and where it comes from →

Why is reflective gear from Wowow safer than dark sportswear?

Because reflective material bounces headlight beams back to the driver, while dark clothing absorbs them. So you light up at a greater distance. Wowow uses 3M Scotchlite among others and designs for 360° visibility. Reflection is an aid, not a guarantee.Read how retroreflection makes you visible in the dark →

Do I have to be a well-known influencer?

No. We work with athletes and sport creators from 500 followers on Instagram — what counts is that you genuinely train, that your audience sees it, and that your profile is public.Read why 800 real followers beat 50,000 fakes →

What do I have to do for my gear?

Just do what you already do: sport, and talk about it. No script, no mandatory hashtags. What we ask: that you actually use the product and that your audience sees it — honest and in your own words. That's the return.See exactly what the briefing asks of you — and what it doesn't →
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