About

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Problem: The new all-terrain road bike, the Diverge, needed to be positioned alongside 3 long standing Specialized road bike brands without cannibalizing their market share.

Strategy:

  1. Focus on a younger audience interested in exploration not racing.

  2. Introduce the new model via new, non-endemic, media channels.

  3. Be inclusive. Invite the larger cycling community to join in regardless of their brand affiliation.