Ride Cycle Club

Picture a bunch of people in a dark room with candles, music pumping and sweat dripping on their bikes. It doesn’t sound Very Polite, but trust us, it’s a damn good workout.

RIDE CYCLE CLUB is an indoor spin studio concept, with locations across Canada. As the success of the studios continued to grow, Very Polite was brought on to launch the RIDE CYCLE CLUB Private Label – the first technical apparel line exclusive to the studio. The 24-piece line was designed with their core customer and RIDE instructors in mind – resulting in pieces that truly perform, and that move with the body on the bike, but look good off the bike. (Let’s be honest, sometimes we just want to look like we workout).

Very Polite designed custom brand work for various assets and lead the concept and production of the campaign shoot. The creative direction for the campaign highlighted the raw, minimal aesthetic of the RIDE brand, while showcasing the apparel in a functional yet impactful way. From the set location to models and photography, the resulting campaign effectively communicated movement, sweat, and strength. 

These images were used across e-comm platforms, campaign social, and even print media. Very Polite also lead the PR plan for the launch, which included a successful influencer gifting strategy and secured coverage on various national outlets such as WWD.