“I needed something that would cut through the clutter and make us stand out.”
Brian King - SVP Marketing
CYCLE GEAR
By Riders. For Riders.
The Ask
Cycle Gear was misunderstood. Despite decades of experience and a workforce made up almost entirely of riders, the brand was perceived as transactional, ‘a supermarket’ of motorcycle gear.” It was viewed as price-led, generic and outside of the core culture it belonged to.
Our challenge was credibility not awareness.
The Idea
We built a campaign only riders would recognize; the insight from the ride itself, the lean, the horizon shift, the physical sensations that separate riders from drivers. The brand became the unique rider perspective, literally.
The Work
LO:LA developed a big idea and visual system rooted in rider POV, expressed through billboards, digital video, and performance media. The creative language didn’t explain motorcycling; it assumed it. Every execution reinforced insider status while remaining accessible to new riders.
The Impact
The campaign outperformed across the board; dramatically beating CPM benchmarks, driving significant increases in direct traffic and delivering exceptional completion rates across YouTube and social.
Cycle Gear reclaimed its place inside the culture it helped to build.
