Social Media Campaign
The C13 saddle was Brooks England's re-entry into the pro cycling world, but after 75 years, they had lost their reputation amongst the pros. No serious cyclists would listen to Brooks talking about competition saddles, but we needed to find a way to gain a huge splash for a truly deserving, innovative, and beautiful product. One, which for the first time in the modern era would put pro cyclists both metaphorically and physiclaly back on the rivet. So, our strategy was to stay silent, relying instead on the incredible network of cycling influencers to test out and share the story of the saddle.