What if two cyclists who have never seen could belong to the same team? And if the connection was not physical, but emotional, shared through common habits, schedules and passions?
This is the starting point of “We Ride As One”, the new global campaign of Gobik Custom Workswhich takes as insight a concept of quantum physics – the intertwining – to build a powerful metaphor on belonging and personalization.
The campaign starts from a contemporary reality: today, Form equipment It no longer implies being in the same place, but sharing the same spirit. Thus, the brand Abendera the three symbolic grupeas that represent the Universal cyclists profiles: The Rainproofsfor those who roll it rains or thunder; The Earliersthat they pedal before dawn; and The Breakawayswhich attack from the first kilometer.
For each cyclist profile, a Equipment designwhich will be available only for 24 hours in Pre-Order format through Team Store, the Gobik customization platform that allows any equipment to access its private collection, select sizes and pay individually.
A strategic turn
This model, designed for real or symbolic equipment distributed globally, represents A strategic turn in the way of understanding customization: Not only as a technical service, but as a tool to build collective identity, even when no space, schedule or language is shared, as explained from the brand in a statement.
“We have always believed that a kit is much more than a technical garment. It is a declaration of belonging.”says Albert Medrano, marketing director at Gobik.
“Quantum entanglement is a discovery that fits perfectly in this process of evolution of the Custom Works service. It is a technical, global concept and that defines what it means to be a group beyond the tangible”adds Víctor Izquierdo, creative director at the Utopopicum agency.
“We Ride As One” is the fifth collaboration of Gobik with this agency and gives continuity to its business route customs, where technological innovation, design and Emotional narrative converge.
In addition, the campaign has combined scientific inspiration, editorial aesthetics and a technical execution with a Craft very careful to communicate that, even thousands of kilometers away, “We rolling as one”.
Graphic pieces are based on Images under the microscopelike radial organic structures that emerge from a point of light, similar to spores or flowers, which we see in “The Earliers”; or concentric waves generated by a drop of water falling, with microscopic details that evoke precision and harmonious repetition in “The Rainproofs”. Each of the graphs seeks to transmit the values associated with the three universal cyclists profiles that Gobik identifies.
A fourth graph is the generic of the campaign that, under the Claim “We Ride As One”, shows Grouped cells like a cluster of connected organisms But separate, to convey that in cycling there is no subgroup, but that we are part of the same group. A direct wink to that quantum entanglement.
