To enter the world of road cycling as a rookie is tough. It is very technical, performance focussed and mostly a solo affair. Such a shame! Because cycling is fantastic and even better when enjoyed together. That is why YouTube cycling sensation Tour de Tietema decided to break open the world of cycling for everyone.
Growth follows good times
With their unique and engaging video content Tour de Tietema showed that there is more to cycling than losing weight of your bike frame (and body). They’ve reached a huge following with content of crazy challenges, general silliness and getting close to cycling pro’s. But there were bigger ambitions.
The goal:“ To get as many people as possible to exercise and feel better through cycling. ”
A name that makes you feel good
endore is derived from endorphin, the opioid peptide that the body produces when you’re in love, in pain, physically exercising and during an orgasm, amongst other interesting situations. Needless to say it was a very relevant base for a new brand that wants to make you feel good by riding a racing bike.
Break your boring
The look and feel of endore oozes good times. A period in your life when you saw your friends so often they felt like family. endore is the buddy that never grew up and gets you to go out together like you used to. Always in for something fun and adventurous. The added bonus? Now it’s healthy too.
This mentality is made visible with vibrant energetic colors, soft, slightly nostalgic graphic elements and an outspoken brand voice that jests and motivates.
A fit for every smile
We also got the opportunity to design the actual activewear collection, a first for us. When doing our research (trying on way too many tight fitting) we realized most cycling brands are boring and exclusively focus on performance.
We made sure that the pieces in the collection where all about having a good time. We designed a basic (‘high five’), high end (‘breakaway’) and capsule collection (‘extra-ordinaire’).
## Martijn levert input A brand with an online presence that sells products without a webshop doesn’t make sense, so we took care of this. Based on a fulfillment we built a website and shopVisit site
With an ease-of-purchase shopping module, some smart ux writing and of course a tempting package your dying to get your hands on, the rubber johnnies went through the roof in no time.