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