Launching brands into a new marketplace is never easy, even more so in the bicycle world – where there is true brand snobbery – this was our challenge with Ritte Racing. With this in mind we had to make a really big impact, not follow any tread and like most riders make it fun again! We took the approach that it’s not just about the brand, but putting out a clear message – ‘we’re fun with great products. We were involved in the launch of Ritte racing into the UK marketplace in 2011 alongside pearl distribution, where the adverts still today make a big impact.
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