Specialized and a host of additional cycling brands approached Radius with the goal of furthering their efforts as advocates for cycling. Beyond obvious health benefits related to exercise, cycling could be a resource used to help youth battle attention issues or change the health outcomes of an entire community.

The Specialized message had always had a strong presence in the cycling world, but the challenge became reaching those individuals who haven’t picked up a bike since their early youth. How could a brand reach an audience and actually help them renew their passion for cycling?

Seeing the need for a ground-level effort to create a buzz, our team paired the Specialized brand with a unique coast-to-coast bicycle ride called Ride for Hope. The event, and the organization behind it, had been conducting a cross-country ride each year to raise money for AIDS orphans in Sub-Saharan Africa.

The event fit perfectly with the vision of Specialized leadership, knowing cycling can be a tool for significant change in the lives of others. A ride criss-crossing the country also gave the brand a chance to touch potential consumers in their communities. Each night, hundreds of riders who had made their way across unpredictable terrain would stop for events meant to engage the locals.

Live music, vibrant cycling uniforms and sleek bicycles custom designed by our team at Radius were enough to grab attention. Local and national press latched onto the story, and soon the word was out. After the nearly 20,000 mile journey had been completed, the Specialized brand had also accumulated 1.5 million online print views, 1.2 million radio impressions in 18 of the nation’s largest markets and 45,000 online opt-ins to reignite their love for a bicycle.