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SoulCycle launches first brand campaign with Laird+Partners

SoulCycle, an indoor cycling company that taps into the spinning craze, has launched its first brand campaign in partnership with agency Laird+Partners. The campaign, titled ‘Find It!’, is the first by SoulCycle since it was founded nearly 11 years ago.

‘Find It!’ celebrates the dedicated SoulCycle community and is built around the idea that riders find something – strength, purpose, clarity, a breakthrough or anything else that inspires them.

The centerpiece of the campaign is a hero video and microsite, both titled Find It, that both feature real SoulCycle instructors speaking directly into camera, motivating and inspiring riders to tap into their greatness and push themselves further, with the hashtag #FindYourSoul. The message says that SoulCycle is more than just a workout; it’s about finding whatever you need to be your best self.

The campaign marks the first work from Laird+Partners since partnering with SoulCycle in January 2017. Trey Laird, chief creative officer and chairman of Laird+Partners, has been an avid SoulCycle rider for many years and understands the brand at its core, which was crucial in bringing this new campaign to life.

New social and online content will be continually rolling out over the coming months including rider stories, instructor spotlights, studio activations and rider community engagement activations. Additional elements of the campaign include out of home and window displays at SoulCycle locations.

SoulCycle has studios in states ranging from Washington and California to Texas, Illinois, New York, Pennsylvania, Florida, Maryland and Massachusetts, plus Washington DC and Toronto.



Melanie Whelan – chief executive officer

Gabby Etrog Cohen - senior vice president of PR

Bob Colquhoun – vice president

Caroline de Lasa – executive creative director

Liz Plosser – senior director

Sofia Adler – senior manager of marketing

Laird + Partners

Trey Laird – chief creative officer

Melina Kok – creative director

Natalie Paul – senior social strategist

Yale Breslin – director of content

Ray DiPietro – executive producer

Patrick Kinsella – SVP of production

Miriam Hertzfeld – senior producer

Caroline Macmillan – account director

Phillip Gutman – director of special projects

John Rizzo – project manager

Photographer – Chris Ferretti

Director – Matt Baron

Editor – Will Town

Music – "With You" by Illenium (ft. Quinn XCII) (Crystal Skies Remix)

Courtesy of Seeking Blue Records

Behind the Scenes Photographer – Lewis Mirrett

Set Design – Stefan Beckman

Fashion Stylist – Ryan Young

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