Connecting through a compelling story

Sir Chris Hoy is best known as the legendary cyclist who triumphed at the Athens, Beijing and more recently London Olympics. But few are aware, his first trophy was won on a BMX bike, a fact that is uncovered in the new advertising campaign for the release of his bike range, HOY bikes.

The new bike range, three Road and four City, are built on Hoy’s experience over a career spanning 10 years. His understanding and dedication to bikes have gone into each design, forming an exclusive partnership with Evans Cycles to launch them. That Hoy may be creating his own bike range was first muted in 2011 but rather than creating a range that was fast and aggressive, Chris Hoy’s hands-on approach has made sure his brand of cycling is fun and enjoyable. The Olympian was conscious to pitch the bikes to the leisure market, making them affordable to ‘newbies’, with bikes ranging from £550 to £1,350. Having said that, Hoy doesn’t hide there is clear ambition to expand into the enthusiasts market with a flagship top-of-the-range rig in the future.

The launch, created by Antidote, matches Chris Hoy’s clear devotion to the sport, using photos from his childhood and narrated by his father, to connect the boy with the Olympic gold medalist and World Champion. The authenticity of this film gives the range a personal connection to HOY and a compelling backstory to the new brand.

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