SchwinnGrab life by the handlebars
Schwinn has been the go-to American bike for 120 years. But they realised they couldn’t rely on their history to guide their future. We helped them switch gears, and find a new direction.
It used to be that cycling was synonymous with Schwinn. Even Elvis had one. But in 2021, they needed to tell their story to a whole new generation of riders.
How do you celebrate a storied past, without sounding like you’re stuck in it? We drew the focus back to the reasons people fall in love with cycling in the first place: the joy, freedom and camaraderie.
We started by setting a new strategic direction for the brand. Then we created a new tone of voice – one that’s less shy, less serious, and more grab life by the handlebars.
“It felt like a genuine creative collaboration. They weren’t afraid to challenge us, and the Schwinn brand is stronger as a result.”