The client wanted a 360 gravel campaign starting with a compelling, super-ownable POV. They wanted to leverage Sportful athlete Peter Stetina, who in 2020, left World Tour Racing to pursue Gravel Racing. They wanted to leverage Peter’s bike sponsor, Canyon Bicycles. They wanted a film-forward content series, socials, stickers, art, merchandise, activations, engagements, etc.
Gravel is all about self-expression, community and fucking with fun—maybe a 14-hour race in supernatural humidity is fun, maybe coasting down a dusty road in the general direction of a rope swing is fun, maybe shut up, because both of them, along with everything and anything in between, is fun.