Athletic Apparel Brand Creates Handbook Series To Intro Consumers To Cycling Culture

Athletic Apparel Brand Creates Handbook Series To Intro Consumers To Cycling Culture
Brand Activation & Immersion

Cycling brand Rapha created a guide to help its shoppers join the cycling community, completing its apparel offering with an IRL activity and lifestyle

Elisa Lewittes
  • 13 july 2018

Rapha, a U.K-based cycling apparel brand, recently launched a handbook that will be the first of a collectible series to enable its apparel customers to begin cycling. With this guide, the athletic brand strives to further immerse consumers in cycling culture.

In addition to its collection of books, Rapha has an ever-expanding network of clubhouses. At these brand outposts, visitors can immerse themselves in the Rapha cycling culture and create a community that connects them to the brand’s ethos. Accordingly, with the launch of its new handbook, Rapha further demonstrates that the brand’s mission goes beyond the product itself.

Through its clubhouse and book product extensions, Rapha positions itself as a lifestyle brand—rather than merely a clothing brand—in the eyes of consumers. While Rapha’s business dominantly is online, through its offline activations, the apparel company further fosters its digitally-connected community.

In a saturated athleisure market, brands like Bandier differentiate themselves by bringing fitness into the mainstream. Accordingly, Rapha creates a brand and complete lifestyle experience for the world of cycling.


Lead image: Rapha via Facebook

+brand activation & immersion

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