PRO BIKEGEAR 2024

THE LIBERATING JOY OF CYCLING

Industry / market

TERRITORY

Global

Challenge

PRO Bikegear is part of Shimano. As a global component- and accessory brand, PRO delivers the crucial parts of a sports bicycle. Our challenge, as the global lead agency: make the brand more distinctive. From a product perspective, focus on the handlebar and saddle categories. That’s where PRO has a strong heritage.

Strategy

Having worked with PRO for many years, we were keen to look at the brand and the category with fresh perspective. With cycling still gaining popularity, there’s still a lot of potential for growth. Our approach focused on identifying the jobs-to-be-done for riders across different riding styles.    

Idea

PRO is built on a shared belief: cycling is not just a sport, but a profound way to experience life. It is freedom on the road, on trails, and on gravel adventures. In short: the liberating joy of cycling.

PRO Bikegear; The liberating joy of cycling

Results

Campaign is currently being rolled out across markets.