THE BRIEF
Argon 18 is recognised as a niche, high performance cycling brand who endorse numerous high-profile individual athletes in triathlon, track and the professional diabetic cycling team Novo Nordisk.

While sports marketing investments have elevated the brand’s awareness over the years, there is a significant lack of awareness of the Canadian brand in new and emerging markets such as the UK. With a goal of bringing attention to the brand in the UK we came up with a plan that would harness PR outreach and content relevant to potential customers and its dealer network in the UK. 

OUR APPROACH 
We conceptualised a series of documentary-style interviews called the ‘ThisIsMyRide’ series with key Argon 18 UK ambassadors Joe Skipper, Judith Astle, Mark Beaumont and Dan Martin to draw out what it means to them to be an ambassador. We coupled this with PR efforts in the area of bike tech reviews, a press campaign to share the news among bike industry outlets that Argon 18 would be operating a new business model in the market, and general outreach to our press contacts to seek further media opportunities for the brand.