Inspired Bikes
CASE STUDY NO.4
In pro cycling, the name on the frame means a lot to our fans and supporters. The performance of the bikes our athletes ride is as much a part of the success equation as their conditioning and training. Each season, our sponsoring bike partner enjoys a high level of brand visibility and name recognition at events and races that are broadcast around the world. To amplify that exposure, our in-house marketing and PR teams create programs like Inspired Bikes.
Highlights
For five seasons running, we’ve designed a series of custom hand-painted race bikes that are raced and later auctioned off with proceeds benefitting the UnitedHealthcare Children’s Foundation (UHCCF). The foundation funds grants that help improve the quality of life of children around the country. To inform many of our custom designs, we interview groups of kids who benefit from UHCCF grants. Their stories provide the themes and inspiration for each one-of-a-kind bike. Once the themes are conceived, the Circuit Sport creative team goes to work designing each hand-painted bike. After being raced at events like the Tour of California, each bike is auctioned off live.
Results
Gaining more popularity with each season, Inspired Bikes has raised over $100,000 for the UHCCF since its inception. Current and recent partners Felt Bicycles and Diamondback Bicycles have benefitted from this memorable CSR initiative that drives positive national brand exposure each season. These one-of-a-kind bikes have become collector’s items in the passionate cycling community.
