Gone are the days when intangible associations and values alone equate to brand success. Values only have meaning when realized through behaviour. When mountain biking’s most iconic brand, Yeti Cycles, tasked GFC with contemporizing their relationship with riders, we knew the work would be valued on impact. Period. The brief was simple – prove that when you ride a Yeti, you take on more than just the ownership if a bicycle. We repositioned product and initiatives to facilitate the lifestyle in ways other brands simply can’t, or won’t. It manifested in the phrase, More than Myth. Living up to the promise lead to an approach of “do cool shit, talk about it.” This is what transpired.
