UNDER CONSTRUCTION
As unique a project as you will ever find in sport, and at the same time the most complex project you might ever find in sports marketing!
100,000 entrants
10 finalists
2 pro contracts
In 2020 when I first joined this annual project, it was nothing but exciting, the idea that you could create an avenue into professional sports for anyone with the physiology from anywhere in the world, not just the European heartlands of cycling, but anyone who could get on a smart trainer, on their bike, in their garage, kitchen or spare room and show us what they had.
We had one problem, a global pandemic and rolling lockdowns in different territories, no fly rules in many and a need to film in the flesh with each of our finalists.
The answer…?
HOLDING SPACE FOR 2020 ZA IMAGERY
HOLDING SPACE FOR 2021 “AMERICAN IDOL ON BIKES”
HOLDING SPACE FOR 4 x Season 1 on GCN episodes L-R
Season 3 on Eurosport/Discovery+
Developing business demands, partner needs, team priorities and athlete availability led us to a partnership with Warner Brothers Discovery in 2024. Allowing us to expand what we did with both Broadcast and Social…
2 separate assets for 2 separate pro teams, each with different sponsors and component partners, yet both featuring the bespoke paint job we created with Canyon bikes for this activation. A bike which would show up on Eurosport in the episodes, throughout the campaign in stills and moving image across owned, earned and partner social as well as in the cycling press. The winner’s would end up receiving 2 of these bikes to ride throughout the 2024 season, extending the exposure of the Zwift Academy brand in live race coverage and appearing on the roof of team support cars throughout the season.