TIME TO CHANGE GEAR
When in lycra, exactly 87% of cyclists feel like a shrink wrapped chicken. The average person is curvy. Shock horror.
The business problem. Fat Lad have a superior product. It's aimed at the masses, but the masses didn't know.
Our challenge. Get real people to consider Fat Lad when they're jumping on their bike.
Our answer. Pulling down their jersey to cover their bum or chaffing nipples. We spoke to real cyclists like real people.
The results. A whopping 135% increase in web traffic.
FAT LAD AT
THE BACK
What are the category dynamics?
Before Rapha started in 2004, the design of every single cycling jersey was a crime against humanity. Lots of brands talk about reimagining a category... Rapha are one of the few who have. And so have completely dominated the category for 20 years.
Fat Lad were on Dragon's Den in 2014 and have steadily built a cult following.
When we started working together in 2022, Fat Lad gave us one simple challenge; find new customers to grow from 10th to 8th. We've done that by consistently getting them noticed year after year. Roll on the Fat Lad!
Do you have similar challenges to Fat Lad at the Back? Then get in touch. You won't regret it, pinky promise.
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