New drops, secret aero gains, and a vocabulary you practically need a minor to understand. And sure, the Rapha crowd can be just as intense as a group of coffee riders insisting their flat white must be exactly 63 degrees.

But what happens when you strip all that back and focus on what actually matters: bringing people together around something they love?

For the Rapha X Patta launch at Maats, that’s exactly the headspace we stepped into. No ego. No “this is only for insiders.” Just one question: how do we make this genuinely cool, accessible, and community-first?

Together with Rapha and Maats, we explored how to activate a brand in-store without turning it into some high-priced museum piece. We helped shape community events that weren’t built on jargon or tech-speak, but on real people, real stories, and our own in-house ambassadors leading the way. Good example sets the tone.

The result? A community activation that felt open, energetic, and worth showing up for. The drop lived up to the hype, and the sales followed naturally. A win for Rapha. A win for Maats. A win for the community.

Exactly how it should be.