Global mindset, local relevance.

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Using the local biking community, we hijacked the biggest sports store in Munich. Leveraging the store’s social networks, we invited followers to experience the product’s unique design and technical properties by joining a ride ‘club’ for beginners to advanced cyclists to explore a city. Munich being the first instalment, then key accounts in Berlin, Paris, NYC, LA and London. To this day, the engagement is celebrated by Giro as an example of creating a cultural legacy for positive change.

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_{They’re tuned-in with our customers in an authentic way, and easy to connect with as people, which gives their work a depth that consumers respond to – Eric Richter Brand Development / Giro Sport Design}