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Celebrating their 75th birthday, Ride Your Next portrays performance as a mindset and Lapierre as its main protagonist
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 vi