With cycling popularity at an all-time high, Hincapie Sportswear, the nation’s premium cycling brand, has hired national creative agency EP+Co to help accelerate its business momentum and drive positioning in the category. As agency of record, EP+Co will primarily be focused on three high-profile areas of the Hincapie businesses, namely the Gran Fondo Hincapie cycling experience, Hincapie custom apparel and Hincapie retail apparel and accessories.
“The cycling category is absolutely exploding right now, and we don’t expect the surge in demand – both recreationally and professionally – to diminish any time soon,” said George Hincapie, retired professional cyclist and Hincapie Sportswear co-owner. Rich Hincapie, President of the Hincapie companies, added: “Building a strong business and community for both existing and future cyclists is more important than ever before, and we really need a powerful partner to help take our brand to the next level. EP+Co is just the agency to do that; their experience, teamwork, and most importantly, passion for the sport was unmatched and we know that they’re really going to help propel us into the next phase of our journey.”
As recreational cycling sees a surge during COVID-19, EP+Co has been working with Hincapie Sportswear to accelerate strategic growth via audience expansion and help establish them as the preeminent brand in the category.
“It goes without saying that we’re always excited about a new partnership, but this one is really special to us…it’s personal,” said Con Williamson, President and Chief Creative Officer at EP+Co. “Cycling is a huge part of our culture at EP+Co and something we’re just truly passionate about, both at work and outside our walls. Working with a brand like Hincapie just feels natural for us, and not really like ‘work’ at all – how often do you get to say that? They are an incredibly unique company and we’re excited to dig in and help them ramp up the awesome work that they do and show the world how amazing they are.”
The agency’s first wave of work for Hincapie Sportswear will be kicking-off with a variety of email and social content, including the launch of the “Tour Kit”, a Tour de France inspired collection. The new work will reflect the updated creative and strategic approach that EP+Co has developed in collaboration with the brand, and what consumers can expect to see incorporated throughout future marketing executions.