Focus on every detail with the brand new S-PHYRE RC902 road racing shoe.

Campaign Design

Even before it was launched, the new RC902 already proved its value. Wout van Aart won both the 2020 Strade Bianche and Milan-San Remo wearing the newest version of the fastest SHIMANO S-PHYRE road competition shoe: the RC902. This improved pro-level racing shoe was simultaneously developed for men and women and was made to make riders go faster.

FOCUS ON EVERY DETAIL, FOCUS ON FAST

Developing the fastest shoe we ever made all comes down to focus. Focus on details that improve on an already proven platform, the S-PHYRE Road Competition racing shoe. This way we were able to find those valuable seconds. The ones that make the difference between crossing the finish line first or going home as second best. Our campaign for the new SHIMANO RC902 shoe zooms in on these specific details and presents them in a high-tech way.

Instagram stories

Facebook campaign movie

Social media campaign

Product page

Ultra high-end photography

Campaign design for the launch of SHIMANO's newest high-end road racing shoe the RC902. We created the campaign concept and produced a lifestyle and product shoot. Together with a team of selected creatives, we delivered the creative copy, content for online articles, advertorials, and social media assets for Facebook and Instagram. The campaign launched globally in September, product in the market in November 2020.

Client profile:
Founded in 1921, Shimano is dedicated to helping its customers get closer to nature, supporting people to realize their dreams and create new lifestyles. That comes with the desire to create outstanding cycling products and apparel. With almost 100 years’ experience in creating internationally renowned bicycle components, Shimano is proud to have developed products that continue to take countless athletes to victory and provide the means for limitless global bicycle journeys. For more information see www.shimano.com.

To promote health and happiness through the enjoyment of nature and the world around us.
– mission statement SHIMANO

Art-direction & production: Studio YK

Studio photography: Jeroen van der Wielen

Location photography: Stan Koolen

Animation design: Niels Groenendijk

Graphic design: Yorit Kluitman

Copy: Cyril Chermin

Proofreader: Peter Valkema

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