Lapierre and VIRTUE Get in the Minds of Riders for European Brand Launch Campaign

Premium bike brand Lapierre, part of Accell Group, and VICE’s creative agency VIRTUE, launch the new tagline and brand philosophy Ride Your Next. A European brand campaign celebrating the brands 75th anniversary whilst demonstrating their commitment to making every rider's performance outstanding.

In a category obsessed with cyclists’ physicality or bike's technicality, Lapierre aims to differentiate itself from its competitors through a philosophical approach where bikes are the enablers for people to reach new unsuspected heights. 

In the film the stories of different well known and upcoming riders connect and interweave, bringing to life the philosophy of Ride Your Next in a circular narrative making the viewer wonder, did the rider just finish or have we just started? Framed by the journey of a single rider, it takes the viewer from the physical world into the mindset of the riders. Ultimately all the riders ride together, united in their perseverance, searching for improvement for their next ride, next turn, next finish. Ride Your Next portrays Lapierre’s ambition to push their bikes further, enabling riders to push themselves to their next stage. 

Dorian Tabeau, global brand director Lapierre says: “At Lapierre we always strive to make our riders' performance outstanding. In times of uncertainty where the world seems out of control, being on your bike allows people to unlock the power of the mind - and let the bike do the rest. Through our partnership with VIRTUE we are able to communicate that we are not just selling premium bikes but that we’re also highly committed to understand our audience and fulfil their needs to perform better.”

“What makes Lapierre unique in this space is their emphasis on the mental battle and the internal dialogue that is recognisable for every rider.” Says Pascal Rotteveel, ECD Western Europe at VIRTUE. “This human insight was the starting point for a creative concept that really aims to place Lapierre at the heart of culture. Rather than focusing on practical functionalities, the work is about demonstrating the importance of the mind as a gateway to outstanding performance.”

Additionally the campaign consists of a content series featuring Lapierre’s top riders, such as Evita Muzic, Isabeau Courdurier and Adrien Dailly talking about the next big goal or achievement they have set their sights on. Whether it’s to win the Tour De France, Win the enduro world series, or Dominate their sport altogether. These are personal conversations to get to know each rider’s inner motivation and next big goal whilst following them as they attempt to crack it. 

The work comes on the back of previous campaigns by Virtue done for Accell Group such as One team, One spirit and the launch of their E-Zesty e-MTB.