Ride further… faster with the ultimate gravel shoe

The goal
Position the new Shimano RX8 shoe in a new and exciting way online and on social media.

Our insight
We positioned the RX8 as the ultimate gravel racer shoe, a weapon for serious gravel riders that not only concentrate on adventure but performance as well, creating a brand new market segment for this new product.

Solution
We challenge gravel riders and racers to go further, faster! Combing a sense of adventure with a call for speed. With a completely unique campaign style and bold graphics that supported the calls to action, we tapped into the growing gravel racer scene without looking like we were trying too hard.

Why we like it
The RX8 quickly became a sought-after edition of Shimano’s top-end gravel shoe. Our social media campaign was used by multiple international Shimano websites, and Facebook and Instagram accounts across the globe.

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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 of 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