Campaign design - Upgrade your grip

Art Direction

The soles of your MTB shoes may not be the first part you think of when upgrading your gear. We were commissioned by SHIMANO to design a campaign for ULTREAD, their all-new mountain bike shoe sole technology.

Studio photography

Location photography

Intro
The soles of your MTB shoes may not be the first part you think of when upgrading your gear, but with SHIMANO ULTREAD sole technology you’ll be able to tell the difference. It makes your shoes sturdier, and more durable and upgrades your grip with better compounds and smarter thread designs.

The goal
To create a sense of suspense and premium quality around a part of the shoe that is often overlooked.

Our insight
We tapped into the never-ending desire to upgrade your gear, in search of the best, that lots of serious cyclists will recognise.

The solution
We created a campaign that focused on the product in a slightly mysterious way and its real-world benefits. Studio YK developed the overall campaign look and feel, tagline and copy kit and we executed the product and location photography for this often unseen but essential component.

Kudos
It’s not easy getting people excited about the sole of a shoe. But we managed with giving this campaign a clear and premium look and feel and messaging.

Art-direction & production: Studio YK

Photography: Jeroen van der Wielen

Location photography: Maarten de Groot

Copywriter: Cyril Chermin

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