Redefining belonging in modern cycling
In a world where cycling teams no longer necessarily share the same physical space, Gobik set out to answer a fundamental question: how is the sense of belonging built when team members are geographically dispersed? The campaign "We Ride As One" is the answer to this challenge, an initiative that fuses science, emotion, and design to connect cyclists from all over the world under a single identity.
1. Strategic Vision: Albert Medrano, Marketing Director at Gobik
"We have always believed that a kit is much more than a technical garment. It's a statement of belonging." Albert Medrano
The "We Ride As One" campaign was born from the need to evolve Gobik's Custom Works service, adapting it to the new realities of cycling teams. This service, which began by serving local clubs, has transformed into a global customization platform, where client and designer work hand in hand to achieve a unique design. At the same time, we help them select the most suitable garments for the group, according to their cycling modality, geographic location, or other factors.
Inspired by the concept of quantum entanglement — where two particles can be connected regardless of distance — the goal was to create a powerful metaphor about the emotional connection between cyclists who share habits, schedules, and passions, even if they have never physically met.
This strategic vision materialized in a campaign that not only presents new designs but also introduces an innovative way of understanding customization: as a tool to build collective identity in the digital age.
2. Creative Development: David Martínez, Communications Director at Gobik
"Quantum entanglement is a discovery that fits perfectly into this process of evolution of the Custom Works service. It is a technical, global concept that defines what it means to be a grupeta beyond the tangible." David Martínez
Based on the insight of quantum entanglement, a narrative was developed that identifies three symbolic grupetas united by shared habits and mindsets:
- The Rainproofs: For those who ride no matter the weather.
- The Earliers: Those who pedal before the world wakes up.
- The Breakaways: Cyclists who attack from the very start.
Each group has its own kit and a narrative that defines them. These kits are not available in the regular collection; they were conceived as conceptual pieces that exemplify how far Gobik's design team can go when working for a specific group. Beyond their functional value, each kit is an aesthetic manifestation of a shared lifestyle: it's not just about clothing, but about identity, about being part of a collective mindset. For 24 hours, these pieces were offered in pre-order format through Gobik's website, as an open invitation to cyclists around the world to see themselves reflected in one of these three ways of understanding cycling.
The campaign's aesthetics were inspired by the scientific outreach of the 60s and 70s, using graphic schemes, detailed plans, and a voice-over reminiscent of scientific documentaries from that era, generating a unique visual universe where science becomes an emotional metaphor. Graphically, we used visual concepts through striking graphics and visual ideas such as: the abstract graphic of a drop of water, the sunrise from a microscopic view, or muscle tissue breaking to form a road.
To foster connection with each group, we created personalized playlists on Spotify and launched polls on stories so that cyclists could share their favorite songs
Through polls on Instagram Stories, users were also able to discover which group they belonged to according to their habits and cycling philosophy. This interaction helped us encourage participation and a competitive spirit, making the campaign go viral.
Thus, the campaign not only presented kits, but also offered a participatory and relatable experience for cyclists.
3. Product Design: José Manuel Ortuño, Head of Design and Pattern Making at Gobik
"Each kit was conceived to reflect not just an aesthetic, but a way of life on the bicycle." José Manuel Ortuño
The design of the kits was a meticulous process that sought to capture the essence of each group:
- The Rainproofs: Their design takes as a starting point the ripples formed when a drop of water falls, creating a visual pattern that conveys precision and resilience. A standout color was chosen, precisely because of the importance of visibility when the day is cloudy. Subtle and repetitive details evoke the focus of those who ride regardless of weather conditions.
- The Earliers: Inspired by the serenity of the first rays of the day, its design is built from organic shapes radiating from a central point. It evokes calm, focus, and the silent energy of those who ride when the world is still asleep.
- The Breakaways: Dynamic and bold designs that symbolize the energy and determination of cyclists who attack from the start.
These designs not only offer a unique aesthetic, but also incorporate cutting-edge technologies in fabrics and manufacturing, guaranteeing performance and comfort.
