fi’z:k is a well known, premium brand in the bike industry with dozens of professional cyclist representing their brand in international circles. Here in North America, where cycling is not the massively popular and culturally eminent sport it is in Europe, messaging relying purely on these athletes doesn’t carry the same weight, and fi’z:k was looking for unique ways to engage with North American cyclists.
Leveraging my decades in the cycling industry, I built a team that created a calendar and full marketing plan to be present for the cycling market on this side of the pond. While we would still use influencers and pro athletes, we would also be present at large events that are unique to this market. We built robust social and content calendars to support the campaign. At this point I got to work on the production of supporting brand pieces, merch, and swag that included tee-shirts, cycling kits, musettes and water bottles, stickers, and hats. I also designed the environmental layout and flow for their Sea Otter activation, and the supporting banners, tents, flags, and handouts for attendees, and then graphics for Sprinter vans for the ensuing tour around the continent that summer.