CASE STUDY: fi’z:k Club Americano

Eminent Italian Cycling Brand Activation

fi’zi:k is a venerated cycling brand that makes some of the most advanced and technical cycling saddles in the world, as well as synthetic handlebar tape, cycling shoes, and bike components. I was brought on by their North American Marketing Director to build a robust activation that would kick off at the Sea Otter Classic—an annual bike festival in California—and then continue with social and in-person engagements throughout the year.

At their Venezia, Italy headquarters we presented a full marketing plan that included strategies and proposed designs for a North American focused club we named Club Americano. This included regular engagement across social, video, pro-cyclist shoutouts, and a Strava Club.

After returning to the studio, I led a small team that executed on the approved plan. This included my designing clothing, merch, swag, and environmental assets that would be rolled out at Sea Otter Classic in the spring.

The Challenge

fi’z:k is a well known, premium brand in the bike industry with dozens of professional cyclist representing their brand in international circles. Here in North America, where cycling is not the massively popular and culturally eminent sport it is in Europe, messaging relying purely on these athletes doesn’t carry the same weight, and fi’z:k was looking for unique ways to engage with North American cyclists.

Leveraging my decades in the cycling industry, I built a team that created a calendar and full marketing plan to be present for the cycling market on this side of the pond. While we would still use influencers and pro athletes, we would also be present at large events that are unique to this market. We built robust social and content calendars to support the campaign. At this point I got to work on the production of supporting brand pieces, merch, and swag that included tee-shirts, cycling kits, musettes and water bottles, stickers, and hats. I also designed the environmental layout and flow for their Sea Otter activation, and the supporting banners, tents, flags, and handouts for attendees, and then graphics for Sprinter vans for the ensuing tour around the continent that summer.

Work Performed

Brand Identity
Clothing & Merch Design
Vehicle Graphics
Environmental Design
Event Activation
Marketing Consulting
Social Media & Content Marketing
Marketing Plan Development

Eminent Italian Cycling Brand Activation

The Challenge

Work Performed

Cycling specific, holistic marketing is our sweet spot. With 20+ years in the bike world, we would love to hear about your challenge.