IN THE NEWS
Some press and projects for the brands we represent.
Examples of features and news writing can be found at www.paperbike.co.uk
VELOBICI COBALTO IN ROAD.CC
The new Cobalto Thermal collection from Velobici received a mention in the Road.cc daily blog. The collection was released amid the uncertainty and numerous logistical challenges presented by the pandemic and signalled that UK manufacturing is capable of weathering considerable turmoil.
VELOBICI AND DL KILLER DOUBLE HEADER ON VOGUE.CO.UK
Another double header for Johnny Red clients in June 2020 with both DL Killer’s pink limited KS1 shoes and Modernist bib shorts featuring in a roundup of women’s cycling kit. Women remain a minority in cycling, and any feature such as this in one of the biggest fashion publications on the planet is a positive step towards inclusivity and encouraging more women to feel comfortable about riding.
JAMES JENKINS WINS MONUMENTS RACE IN GOLD DL KILLERS
The debate is lively about the role influencers play in getting a product noticed. It's now widely accepted that social media is necessary to modern marketing and finding an influencer can potentially increase the number of eyeballs your product falls in front of.
But choosing the right influencer is a tricky science, and it certainly isn't as simple as finding the person with the most followers. A degree of knowledge within your field is priceless, but just as valuable is foresight and faith.
When we sent a pair of gold DL Killer KS1 shoes to Richardsons Trek rider James Jenkins, we knew he was doing well on the domestic scene, but what impressed us most was that James is someone who absolutely loves riding his bike. We had no idea that within a few days of receiving the shoes he would win the 2019 Monument Cycling Saffron Walden Grand Prix, a National A race, the highest category of race on the British Domestic scene. It wasn't to end there - James would then go on to win four races in the same week. He looks set to finish the season ninth in the British Cycling Elite National Rankings and is certainly a rider to watch.
JOHNNY RED CLIENTS IN ROULEUR DESIRE
Rouleur magazine and Johnny Red Media have enjoyed a long and close relationship, with clients regularly featuring in the print edition and digitally. Rouleur occupies a unique position within cycling media, providing a unique perspective on the sport and in the case of Desire, featuring products coveted by cyclists. There really is no other magazine like it, and to feature on Rouleur’s pages is a true honour.
VÉLOBICI AND BBUC FEATURE IN BIKERUMOR WINTER CLOTHING ROUNDUP
Another double hitter for Johnny Red clients with both Vélobici and BBUC featuring in a winter kit roundup. The cycling website which has a monthly readership of 1.3m highlighted the new Vélobici René thermal long sleeved bibs and shorts and BBUC’s “Off-Season” jacket and bibs.
VÉLOBICI IN GEARPATROL
Influential US gadget website Gearpatrol turned its attention to Vélobici in December with a profile piece introducing the brand to its readers. Gearpatrol boasts more than 1m unique visits every month.
Gearpatrol oned in on Vélobici’s proud heritage credentials and the quality and attention to detail the brand has become known for.
DL KILLER VITO SHOES REVIEWED IN CYCLIST MAGAZINE
The amazing DL Killer Vito shoes received a glowing review in Cyclist Magazine’s Leadout section, which praised the stiff carbon soles and super-supple leather uppers.
BBUC AT THE ROULEUR CLASSIC
As part of an ongoing partnership with Rouleur Magazine, BBUC set up stall at the Rouleur Classic exhibition in November. In the friendly, welcoming manner that BBUC has become known for, this was far from a traditional stand and instead the area was set up with a round table and Vitra chairs, serving as a chillout space for visitors to meet and chat.
BBUC DARK NIGHT TRACKSUIT PANTS FEATURED IN SOIGNEUR
BBUC’s tracksuit pants are ideal pre or post ride, or just for kicking back with a drink. They have “just enough elegance” according to Soigneur, who featured the pants in an autumn style roundup
BBUC AND ROULEUR AT THE CYCLING WORLD CHAMPIONSHIPS, INNSBRUCK
In September BBUC together with Rouleur magazine took residence in the Gang & Gebe and Kater Noster bar in Innsbruck for the duration of the Cycling World Championships. The week-long pop-up included displays of BBUC clothing and accessories as well as what was widely regarded as the best party of the entire event, attended by many of the biggest names in professional cycling, alongside the beautiful people of Innsbruck with DJ Wolfram on the decks.
VÉLOBICI’S JUDE KIT RECEIVES FOUR STARS FROM CYCLIST
The amazing Jude is praised for its construction, fit and comfort in a review by James Spender in Cyclist magazine.
James rode with the kit while on assignment riding in Tyrol in Austria for the magazine.
DOUBLE HITTER FOR JOHNNY RED CLIENTS IN ROULEUR 18.6
Rouleur’s Desire photoshoot featured standout products from both BBUC and DL Killer, with model and editor Stuart Clapp taking BBUC’s Copycat jersey into the bath, and DL Killer’s striking gold KS-2 shoes featuring in a kitchen shot.
The shoot took place at The Long House, Norfolk, a magnificent contemporary house that draws from the flint structures nearby and is heavily influenced by modernist design and furnishings.
PREVIOUS PROJECTS
BRILLIBRILLIANT/UNICORN IN ROULEUR ONLINE
BBUC’s unique style and approach to cycling had the Rouleur crew perplexed, and more than a little intrigued. And rightly so - nobody is doing it like BBUC right now, which is a fact that can be attributed as much to their carefree attitude as their urban and skate roots.
“It’s cycling kit – that we all recognise – but it’s saying it in a different way. And everyone’s listening,” wrote Stuart Clapp.
The Rouleur piece has led on to further projects.
RAPHA SADDLES
Rapha's entry into the saddles market was always going to be met with a degree of scepticism. This is an established sector with very few players and ergonomically specific technology. Our task was to ensure Rapha Saddles launched with credibility. We provided samples to key journalists weeks ahead of launch and ensured their reviews went live on the day of launch, Through the press release we explained the pedigree of the developers and organised a Q&A with them to head off any unfounded criticism.
Rapha Brevet Flyweight Wind jacket
To demonstrate the extreme lightweight and packability of the Brevet Flyweight Wind Jacket, we sourced some spare skincare tins to send them out in, The reaction was universally positive, with bloggers and websites featuring 'unboxing' videos as they opened the packaging (the tin was boxed and packed with tissue) and the jacket then unravelled as they released it from the tin. The labels were custom made to appear to be a new line of skincare, with the stated weight being the weight of the jacket itself.
Rapha sold to walmart heirs
The speculation had been mounting for months, with potential suitors ranging from LVMH to the owners of Sports Direct. In the end Rapha was sold to bike-mad Steuart and Tom Walton, grandsons of the founders of Walmart in a rumoured £225 million deal. The planned timing of the announcement was thrown into disarray when the sale was leaked to Sky News. We were forced to call staff into an emergency meeting before rushing out a press release through news wires and our contacts. The result was blanket coverage. It was the busiest news day Rapha has ever seen, and possibly the most exciting.