Halfords has tasked Chapter with the launch of the new Performance Series of bikes from British bicycle brand, Boardman Bikes.
The agency developed the ‘Be More’ campaign and has also been tasked with overseeing its roll-out across press, in store and online.
Charlie Foulkes, marketing communications manager of Halfords said that the campaign “epitomises the spirit of Chris Boardman” and has aimed to attract cyclists looking to push themselves in the sport.
“Cycling is Britain’s fastest growing sport, so to collaborate with Halfords and a British icon like Chris Boardman meant we had to work hard on a strategy,” added Ian Boulter, creative director at Chapter.
“Be More says everything about Boardman’s ability to better each and every design, but it also evokes the attitude of riders who want to step up and better themselves.”
Boardman Bikes was founded by professional cyclist Chris Boardman, and launched in the UK and Ireland in 2007. Its Performance Series is sold exclusively through Halfords.