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Humans™ on Bikes
Who
Personal Project
What
Fictional Brand
When
2025
Cycling can be a pretty snobby sport. A pay-to-play one, too. Even as a relatively new cyclist, I couldn’t tell you how many times I’ve heard a dude ramble about his 15,000€, 6kg bike while rubbing on his 12kg beer belly.
The sport can be quite exclusive and intimidating to get into. The ultra-technical language (visual and otherwise) that brands use, and the hefty price tags don't help break that barrier.
I admit - it's cool to feel like a World Tour pro with your super-mega-aerodynamic jersey on a coffee ride, but it has made me wonder:
What could a brand that feels technical and precise, yet human and approachable, look like?
What started out as a practice experiment turned into a whole case study. Maybe even a real brand someday soon?
In March 2023 Puma signed Jack Grealish on a record-breaking boot deal, making the owner of the best calves in Europe Britain's most expensive player in history to become a Puma Athlete.
Together with the amazingly talented team at False 9, we brought together a sponsorship announcement campaign that was shown on billboards across the UK, the Puma online stores as well as Puma & Jack Grealish Socials.
In March 2023 Puma signed Jack Grealish on a record-breaking boot deal, making the owner of the best calves in Europe Britain's most expensive player in history to become a Puma Athlete.
Together with the amazingly talented team at False 9, we brought together a sponsorship announcement campaign that was shown on billboards across the UK, the Puma online stores as well as Puma & Jack Grealish Socials.
Available for Freelance