The surging popularity of cycling over the last few years has been a real boon. For the cycling industry, obviously, but also for the growing number of people who’ve been inspired to clip in and enjoy the benefits of riding.
With so many die-hard cyclists here at ACM, we certainly understand the appeal. And the opportunity to sing its praises, and help steer the conversation around it in a progressive direction, is something we always relish.
That’s why we approached our work on the multichannel global FW22 adidas Cycling campaign with such gusto.
Tasked with launching adidas’ new road, gravel, city and indoor collections, while also unifying them with one central narrative, this was an ambitious brief. But our first steps were the same we always take on a big project like this.
First, pool our creative thinking to come up with a concept or story that will appeal to a broad audience while remaining culturally relevant. And second, tap into our passionate understanding of the world we’re speaking to in order to shape those ideas and communicate them in the right way.
It’s an approach that, alongside our strategic smarts, helped us build an authentic multifaceted campaign that highlighted these four distinct cycling categories while also tying them together with the message of inclusivity that forms the basis of adidas Cycling’s offering.
Assisted by Mexico City’s vibrant cycling community, it’s a story we brought to life across an ambitious, fully-integrated gig spanning creative concept, shoot management, pre and post production, asset creation, the delivery of global social toolkits, and much more.
Exactly the sort of meaningful and rewarding project that we’re made for.
📷 Steel City Media