Chain Reaction Cycles Reveals Rebrand

Global cycling retailer, Chain Reaction Cycles, has undergone a rebrand with a reinvented image and a new philosophy – Ride. Eat. Sleep. Repeat.

Ride. Eat. Sleep. Repeat. launches with a new manifesto film unveiling the brand’s foundations and updated ethos.

Launching on Thursday, the brand’s reinvention includes a new look and feel featuring a more engaging onsite experience, free gif-making software bespoke to cyclists, redesigned customer communications, refreshed brand imagery, and a new smartphone app offering customers interaction with the brand, and Ride. Eat. Sleep. Repeat.

The new Ride. Eat. Sleep. Repeat. brand philosophy centres on inspiring cyclists to seek out their next challenge, be it trail or road, to help feed their healthy addiction to the sport.

Dan Staples, director of brand marketing at Chain Reaction Cycles said: “Our philosophy aims to empower cyclists to ‘go again’ day after day, doing what they love. We feel Ride. Eat. Sleep. Repeat helps capture this purpose to communicate our shared obsession for the sport with our customers.”

Steve Munachen, creative director, Dark Horses, commented: “Chain Reaction Cycles is an up-for-it brand with an up-for-it audience. We created a brand platform that their customers can embrace and adopt – and hopefully live by. We’re inspired by the cyclists that are living this action-packed lifestyle, they’re our inspiration. Now it’s over to them to enjoy it.”