The challenge:

Premium cycling apparel brands often focused on the the elite, high-performance rider who treats a blizzard as a Tuesday morning recovery ride. However, to drive sustainable growth, this global cycling apparel brand needed to bridge the gap between elite performance and lifestyle fashion and bring in wider audiences.

Charting the course:

We supported Pas Normal Studios with a marketing strategy designed to position the brand as inclusive and aspirational, beyond purely technical. A key focus was evolving the brand into a lifestyle staple, by showcasing how technical gear integrates seamlessly into an urban, style-conscious wardrobe.

“Uncharted are opening up new opportunities for our brand
and our business”
Vicki Bohlbro Lyngholm, Head of Marketing

We then collaborated with the marketing team to solve a specific commercial challenge: the seasonal drop-off. As temperatures dip, many casual cyclists park their bikes until spring, leading to a significant dip in engagement, ride frequency and apparel sales.

Together Weather

We shifted the narrative from enduring the cold to embracing it through shared experiences. Together Weather was designed to prove that the right gear turns a barrier into an invitation.

It’s a call to fair-weather riders to come together and meet the cold - with the warm heartbeat of the peloton. From weather-triggered advertising to community rides and curated content, the idea encourages cyclists to gear up with Pas Normal and keep going.

The core strategy moved beyond digital product ads toward lifestyle experiences: social sprints, coffee on the road, and community-curated rides. These activities emphasise social heartbeat over average wattage, connecting meaningfully with existing fans while successfully drawing in new communities.