A NEW PHILOSOPHY FOR CYCLING FOOTWEAR: CRAFT, COMFORT & PERFORMANCE IN PERFECT MOTION.
A relative newcomer to the cycling industry, QUOC set out to prove that performance footwear could coexist with comfort and refined aesthetics. Their mission was simple: design shoes that deliver distraction-free riding, shaped by the terrain around us and underpinned by a deep respect for craft.
As the lines between sport and lifestyle continue to blur, it became clear that QUOC needed to widen its reach. The challenge was to elevate brand visibility, breaking into new audience segments to build a more culturally connected brand.
'RIDE FREE'
To understand how we could position QUOC beyond the cycling-enthusiast niche, we began by grounding everything in its core values: beautiful design, unmatched comfort, and limitless performance. This triptych became the strategic levers to build a brand that could speak to everyone from style-conscious newcomers and weekend riders, to limit-pushing professional athletes.
As the lines between sport and lifestyle continue to blur, it became clear that QUOC needed to widen its reach. The challenge was to elevate brand visibility, breaking into new audience segments to build a more culturally connected brand.
'RIDE FREE'
To understand how we could position QUOC beyond the cycling-enthusiast niche, we began by grounding everything in its core values: beautiful design, unmatched comfort, and limitless performance. This triptych became the strategic levers to build a brand that could speak to everyone from style-conscious newcomers and weekend riders, to limit-pushing professional athletes.
Gran Tourer XC Chalk, inspired by the iconic White Cliffs of Dover, embodies the essence of exploration. With a crisp, clean design and classic laces, these shoes marry timeless elegance with a contemporary edge.
Much like the cliffs themselves, which stand strong against the elements, Gran Tourer XC Chalk is built to endure and support every adventure - providing strength, durability and incomparable comfort.
VOICE
With the core values in mind, QUOC needed a unifying voice that could be extrapolated across all three pillars. To balance the technical precision of craftsmanship with the sensory joy of riding, a whimsical and free-spirited tone of voice was woven into every touchpoint.
With the core values in mind, QUOC needed a unifying voice that could be extrapolated across all three pillars. To balance the technical precision of craftsmanship with the sensory joy of riding, a whimsical and free-spirited tone of voice was woven into every touchpoint.
To ensure every communication came back to QUOC's ethos of distraction-free riding, I developed the tagline Ride Free - a red thread that speaks to the emotion of life on two wheels.
SOCIAL
The main challenge, and lowest hanging fruit, lay in QUOC's social presence. While the brand already had an inherently beautiful visual approach, the application was inconsistent. To address this, I developed a strategy rooted in audience insight. By identifying QUOC’s key segments, distinct content pillars were built with each tailored to the behaviours, wants, and aesthetic preferences of its audience. This brought clarity and intention to every post, allowing us to target our messaging.
The main challenge, and lowest hanging fruit, lay in QUOC's social presence. While the brand already had an inherently beautiful visual approach, the application was inconsistent. To address this, I developed a strategy rooted in audience insight. By identifying QUOC’s key segments, distinct content pillars were built with each tailored to the behaviours, wants, and aesthetic preferences of its audience. This brought clarity and intention to every post, allowing us to target our messaging.
COMMUNITY
Beyond the brand's channels, QUOC had a wide community of ambassadors, primarily serious racers and endurance riders. Reaching out to more everyday and adventure-focused accounts meant we could support them in bringing QUOC to alternative audiences.
IMPACT
The refined voice and social strategy extended QUOC's reach into broader lifestyle and adventure audiences. By aligning storytelling, content, and community, QUOC's social presence and brand visibility grew by 17% in less than a year.
As the brand launches new, entry-level shoes, it now speaks to a wider audience, reaching beyond its core racer-focused riders to engage everyday cyclists and style-conscious explorers alike.
