Hardship storytelling in cycling

The world of sports is full of stories, with heroes, victories and failures, heartbreaking emotions. So one can expect that many sport brands will engage customers with storytelling techniques. However, many don't. We took a look at the world of cycling, especially cycle wear, one of the highly profitable sectors in the overcrowded market for cycling customers.

Take three global brands that sell cycling clothing: Nalini, Castelli, and Rapha. Cycling fans know the first two as classics, stylish Italian brands. Rapha is the British runner up. "En course" with the pro's these brands are well present as sponsors of famous cycle teams. So one could expect the companies have many stories to tell, other than just promoting their collections.

But their approaches of the market differ a lot. Nalini is doing the classical catalogue promoting; no fancy stuff. Castelli, known from the striking scorpion brand image, is distributing some video stories here and there, but mainly targeted at their Italian home turf.

Rapha though is going all the way. The British brand is keeping up an elaborate set of platforms with media like social, video, web, connections to the global social cycling platform Strava and not to forget offline events: it exploits its own travel agency for cycling fans with trips to the most exotic and beautifull cycling sceneries in the world.

Those trips deliver some fine sories to tell. With no exceptions wonderful films with great scenery and always hardship, fierce weather, steep slopes to climb and tough men and women.

Rapha created its own community as well, a true club with limited access - we're talking British here. With 'chapters' in cities on various continents. If you manage to become a member, some nice priviliges like concierge services are yours.

But the most interesting part of the Rapha case is that it is a fine example of a cross media approach. On its promtional website visitors are invited to join various options where they can immerse themselves in stories about their favorite pasttime, engage others and not to forget Rapha itself.