Brief Explanation

To get noticed during the Tour De France, Giant had to take a different approach. Instead of just sponsoring professional athletes like every other brand, we turned the idea of sponsorship on it’s head and convinced Giant to do the opposite: sponsor normal, everyday riders instead. The idea truly resonated with cyclists – hits to the Giant website increased 2,335%, with a new person applying to be sponsored on average every three minutes. From thousands of entries, 30 everyday riders will be chosen as the new faces of the brand, kitted out with a brand new bike and all the gear.