2020 is an even bigger year for Rapha Women – having listened to feedback from female riders throughout the years, they want to transform women’s cycle-wear – no longer will it be an afterthought; a poor relation of men’s.
Rapha continues to promote its commitment to supporting and growing women’s cycling with a campaign promoting the launch of its updated ‘Women’s Pro Team’ kit worn by the Canyon SRAM team.
Developed in collaboration with Outdoor Voices, the campaign is spearheaded by a new film called simply ‘Women 2020’ which continues Rapha’s mission to explore new stories within women’s cycling.
The hero film was supported by additional social content amplified across Rapha’s online channels.
Congratulations Ella Harris for winning the final stage of the @HeraldSunTour.
“The next goal is for it to be in @WMNcycling kit, although it’s pretty hard to beat winning in the New Zealand National kit on Waitangi Day!” beamed Harris. pic.twitter.com/QnExIyRHKr— Rapha (@rapha) February 7, 2020
The initiative was developed for Rapha by production company Knucklehead with Director Paola Morabito, DOP Beatriz Sastre, Producer Ore Okonedo, Executive Producer Matthew Brown, Service Company Producer Dani Ojeda @ Smile, with post-production by Big Buoy, sound from Big Kahuna and Sound Designer Gurdeep Singh.
Comment:
Since its launch, Rapha has been at the forefront of premium women’s cycling performance wear and arguably helped create the marketplace in 2010 using real cyclists in marketing, telling authentic stories and championing women’s cycling through their sponsorship of athletes and events.
In 2019 the brand continued to innovate in product development and it built on its commitment to women’s cycling by building female cycling communities through a greater focus on the female only even Womens 100.
Links:
Rapha
https://www.youtube.com/user/raphafilms
https://www.instagram.com/rapha/
https://www.facebook.com/rapharacing
Knucklehead
WM Cycling – Canyon/SRAM
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