Use Adidas’s Olympian brand assets to establish Adi as the number one kit choice for sportive cyclists of all abilities.
Focus on something both elite and amateur riders have in common – a genuine love for the sport, and the geekery of the bike shop.
A tiered creative approach to product sku's, from ultra premium to mid-range
We chose to shoot in a familiar and authentic environment. Whether you hung out there as a kid, or just spend way too much of your spare time ogling the latest brake designs – the local bike shop has a real magnetism. We photographed athletes – including Olympic gold medalists Laura Trott, Joanna Rowsell and Lizzie Armistead – warming up, relaxing and preparing to ride out among the grease tins, nuts and bolts and all the wonderful clutter of the workshop.
“Ride as much or as little, or as long or as short as you feel. But ride.”Eddy Merxck - Greatest pro cycler of his generation, and inspiration for Ride More.