The Background
AeroPro is a cycling apparel brand built by a racer, for racers. Its founder competes across cyclocross, track, road and mountain bike — and when he launched in 2020, he wasn't interested in what the mainstream websites were already selling. He wanted something built around a single obsession: aerodynamics. From the fabrics to the pro-team race cut, everything AeroPro makes is designed to make the marginal gains crowd go faster. The point of difference is real and provable — every product is underpinned by rigorous wind tunnel testing.
The Brief
Build a cycling brand that serious riders actually love. Punchy, niche, progressive — and yes, sexy. Something competitors are either too scared or too bland to pull off. A brand people want to be part of, not just wear.
The Creative and The Work
We weren't here to make something safe. The brief called for a black sheep brand in a sea of mainstream mediocrity, and that's exactly what we built.
The creative had to look and feel like the premium, high-performance product it was selling — sharp, fast, distinctive. Messaging was stripped right back: direct, confident, no filler. Our audience are obsessive, focused riders who can smell watered-down from a mile off, so we didn't waste their time.
The campaign rolled out across digital, press, social, PR and the brand's own website at aeropro.uk — a fully integrated identity built to turn heads and build a culture around the brand, not just shift kit.