BRANDS
MAATS CYCLING CULTURE
In the Netherlands, Maats Cycling Culture hardly needs an introduction. Three stores. A community that rides together every single week. And the belief, held since day one, 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 start. Riding with them. Shooting with them. Telling the stories that made it grow. Some of our best days on the bike happened in their company. And that part wasn't in the brief.
OBJECTIVE
Maats didn't need help finding stories. They were happening every week, on every ride. They needed help keeping up with them. In a way that reflects the depth of their community. Creating a living archive of real rides, real trips, with real people. And campaign content that makes the next thing feel worth showing up for.
MADE
Monthly photography shot from the bike, straight from community rides. Delivered to a shared library used across their website, newsletters and social channels. Often in collaboration with Rapha and Pas Normal Studios, two brands Maats carries and regularly activates with. Campaign shoots for member trips to Calpe and the French Alps. A teaser campaign and launch video for the opening of Maats Rotterdam.
DISTRIBUTION
Content delivered directly to Maats' owned channels. Ruben and Rik as ongoing ambassadors, riding with the community and sharing those stories on their own channels. Reach that feels like participation.
OUTCOME
A content library that grew with the brand. Visual proof of a community that doesn't need a camera pointed at it to show up. 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
