Giro has always been about more than helmets.

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It’s about the ride — the feeling, the freedom, the flow.

Tasked with shifting perceptions of a Californian brand in Europe,

we set out to make Giro feel like part of the culture

rather than an imported performance label.

Our starting point (as always) was simple:

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GLOBAL MINDSET.

LOCAL RELEVANCE.

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We embedded ourselves in Munich’s cycling community,

hijacking the city’s biggest sports store (during the Euro's) and turning it into a hub for riders.

Through film, photography, OOH, social, lookbooks, and a “Meet ’n’ Ride” club,

we turned local riders into advocates.

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The campaign was to expand across Europe

— Berlin, Paris, London —

always meeting culture with authenticity and respect.

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REAL BRAND BUILDING IS ABOUT RESONANCE, NOT REACH

— EARNED THROUGH EMPATHY, CRAFT, AND THE COURAGE TO LISTEN.

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TAKEAWAYS

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01

Reframed Giro’s perception in Europe, turning an American brand into a culturally fluent name across key cities.

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02

Launched Giro New Road, a multi-touchpoint campaign rooted in authenticity and community.

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03

Developed a scalable cultural-engagement model still referenced by the brand today.

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