Halfords launches range of Wiggins kids’ bikes with Chapter


By Michael Feeley, Founder and chief exec

July 20, 2016 | 2 min read

Cycling and motoring retailer Halfords is to launch its Wiggins range of children’s bikes, inspired by Sir Bradley Wiggins, with help from marketing agency Chapter.

The range boasts 10 different models, each named after a stage town from the 2012 Tour de France, which Wiggins won.

Chapter was appointed to develop the range research, planning and design development with creative thinking, linked to the Halfords’ ‘You Can Fly’ brand strategy inspired by the personality and attitude of Wiggins himself.

Karen Bellairs, marketing director at Halfords, said: “We were thrilled to team up with Olympic, World and Tour de France champion and hero Sir Bradley Wiggins on his first range of kids bikes. We want to inspire the next generation of cyclists and Chapter demonstrated a clear vision and for what we wanted to achieve for the Wiggins brand.”

Ricky Neault, director at Chapter, said of the project: “This was a dream brief for Chapter. It allowed us to collaborate with Halfords both on a strategic and creative level, helping them to align their design and product expertise, research and planning with a strategic and creative approach, reinforcing our relationship with one of the country’s best known high street retailers.”

Chapter is part of The Mission Marketing Group plc (the mission™), the marketing communications and advertising group including April Six, bigdog, Bray Leino, Mongoose, Proof, RLA, Robson Brown, Solaris, Speed, Splash, Story and ThinkBDW.


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