- April 12, 2016
Through a brand and content strategy focused on storytelling and celebrating the cycling lifestyle, 360se has elevated Apres Velo from a cycling t-shirt company to a cycling fashion brand.
Under the strategic position of ‘cycling fashion with attitude’ 360se developed a talent and content strategy that positioned Apres Velo as a stylish, confident and witty cycling brand, backed by a pure fashion heritage with world-class fabrics and design.
Content development was key to communicating an authentic, stylish, and sometimes humorous message to consumers. Rather than focus on the high performance nature of elite cycling, Apres Velo celebrated cyclists of all backgrounds from commuters, to weekend warriors and hipsters through content, and a renewed designed philosophy that delivered high levels of affinity among all sub groups.
360se appointed legendary industry photographers Delly Carr (AUS) and Brian Hodes (USA) as creative ambassadors to drive a new visual direction for Apres Velo and high profile cycling influencers Henk Vogels and Mike Tomalaris as brand ambassdors to provide credibility among the cycling community.
The initiatives resulted in significant uplift in sales activity, a broader product range with expanded appeal to all sectors of the cycling community, increased brand and social media engagement and laid the platform for natural extensions of the Apres Velo brand into cycling lifestyle events and installations, such as the Suffer in Style ride days, conducted at the UCI World Tour event in Adelaide.