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Lapierre and VIRTUE tap into the mental freedom of biking with ‘Ride Your Next’

A new campaign underlines the feeling of control that getting out and cycling can provide.

Nicola Kemp

Editorial Director


Lapierre Bikes

We developed a new brand philosophy for the iconic bike brand. 'Ride your next’ embodies the mental process of a rider in pursuit of their next - broken recored, time bested or race completed. European brand repositioning campaign incl. manifesto film, content format and social.

VIRTUE , Amsterdam

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Mental Health

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