BRANDS
MAATS CYCLING CULTURE
In the Netherlands, Maats Cycling Culturehardly needs an introduction. Three stores backed by a community that rides together every single week.
Maats started with the belief that life is too short to ride the same loops over and over. That belief became a shop, then a community, then a culture.
We have been part of that culture from the beginning. Been riding with them. Been shooting with them. And been telling the stories that made it all grow.
OBJECTIVE
Support Maats with their visual presence that reflects the depth of their community. A living archive of real rides, real trips, with real people. And campaign content that teases a story.
MADE
Monthly photography straight from their community rides, delivered to a shared library used across their website, newsletters, and social channels. Multiple campaign content shoots for member trips to Calpe and the French Alps. And a teaser campaign for the opening of Maats Rotterdam, including the launch video.
DISTRIBUTION
Content delivered directly for Maats' owned channels. Ruben and Rik as ongoing ambassadors, riding with their communities and sharing those stories on their own channels. Often in collaboration with Rapha and Pas Normal Studios, two of the brands Maats carries and with whom they activate jointly.
OUTCOME
A content library that grew with the brand. Visual proof of their amazing community, not one that is only staged in front of a camera. And a launch for their third store that also gave Rotterdam a reason to show up.
RESULTS
/// Years of monthly always-on content delivered
/// Member trip shoots from Spain and Italy
/// Rotterdam launch video and campaign produced
/// Ongoing ambassador presence
MODULES
/// Always-On Content
/// Campaign Content
/// Ambassador Marketing
CREDITS
Ruben Hoogland and Rik de Voogd
