ProBikeKit x US Gravel Cycling Scene

About This Project

My role saw me overseeing the brand marketing for ProBikeKit, a global e-commerce platform, and Morvelo, ProBikeKit’s in-house clothing brand, I identified and executed partnerships with Opicure Foundation, a Salt Lake City based gravel cycling team with a focus on performance and a purpose for good, and Belgian Waffle Ride – the largest gravel ride series in the world.

The partnerships elevated awareness of ProBikeKit and Morvelo in North America and aligned us with the top level of cycling in the USA – supporting our positioning as being the retailer for series cyclists.

We increased awareness of the partnerships through our own channels, including our website, newsletters, social media and content creation/storytelling. We also created a POD (print on demand) collection of merchandise which helped drive customers back to the ProBikeKit website – which was the exclusive home of the merchandise.

The partnership provided ProBikeKit and Morvelo with an authentic connection to the North American gravel scene, brought credibility to ProBikeKit and helped build trust and reputation amongst North American customers.