Advanced Project
Introduction
Mavic has been one of the most recognized brands in the European pro peloton for the past century. Founded in 1889, the brand is known for their wheels but recently expanded into the cycling apparel market. With over a hundred years in the game, Mavic covers everything from Wheels, to apparel as well as neutral support for many high profile cycling races.
Post launch of the well known Ksyrium line, Mavic had been relatively quiet from an innovation standpoint. Other wheel manufacturers had the jump on product in all categories. Lackluster customer service and warranty issues plagued the brand. When looking to expand their media presence in North America, Mavic turned to ECHOS.
Approach
ECHOS spearheaded a program to turn the popular opinion of the brand, and bring relevance back to MAVIC during its 125th year anniversary. A dozen custom bikes painted in the MAVIC livery were commissioned and showcased during a press event covered by all major cycling outlets. ECHOS worked with Mavic for 2 years surrounding their 125th trip around the sun.
