This summer marks Rapha’s first-ever brand campaign. Touting cycling as a universal panacea to a number of everyday life stresses, like poor health, tension, and a decaying and polluted urban environment, the campaign will see events at stores across the globe.
The aim is to help grow cycling even more and get a new crop of people involved with riding bikes.
Having done pretty well out of bike riding himself, Rapha founder and CEO Simon Mottram explained his desire to see more people getting involved.
'Riding on my own or with others I find moments of perfect experience that make the ordinary extraordinary, that transform my daily life into something suddenly unforgettable,' he said.
Across the globe, Rapha’s clubhouses will be putting on an increased number of events aimed at promoting cycling to less-experienced riders.
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Events at, or departing from, the London and Manchester Clubhouses will include:
• Beginner Workshops consisting of multiple evenings in June and July
• L'Etape du Tour training rides and launch event in partnership with ASO
• Herman Miller design city ride
• Rapha Race Radio - Tour de France 101
• Route Mapping event
• Bikepacking 101 with James Hayden
• Rapha Race Radio - the Transcontinental dot watching
To promote the campaign Rapha has released the above new short film. With a particular focus on escaping the confines of the city, it was filmed in the world’s car capital, Los Angeles.
Its director Max Weiland explains that, 'riding in LA is different to other places in the world... before your morning meeting, before the emails and the coffee, city streets to gravel roads.
'The noise suddenly fades and nature whips past... riding is like what skateboarding used to be; it’s about interacting with your environment, and it’s about finding a community.'
