Concept
We all have rides we default to: the same route, pushing pace on the same hill, the same post-ride coffee shop, logging the same Strava file. Ride these enough, and we find ourselves in a “ride rut” But not all rides are made equal.
There are rides that lie outside the ordinary — rides infused with spontaneity and an unremitting desire to explore the places we’d otherwise blow past when chasing the wheel in front of us. These are the rides we proudly feature on Instagram and talk about excitedly for days. These are the rides that stay with us.
This campaign focuses less on performance and training programs, and more on the comradery that arises through cycling and the things that invariably happen along the way when we opt to give into the adventure of riding. Instead of seeing road cycling as solely about the sensation of speed, pushing oneself to the very limit and getting the glory, this campaign works to remind us of the other reasons we ride: long conversations with people we’ve just met, comfortable silences, spontaneous happenings along the way and the deeply satisfying feeling of “there and back again”. This is what happens when we ride more roads.
