I just ride is an online cycling apparel and accessories company. I Just Ride is a brand for all cyclists to be part of.
The goal of “I Just ride” is to create a brand that appeals to all types of cyclist: from kids to commuters: from BMX to Mountain bikers: from weekend roadies to hardened road cyclist putting over 15,000 km a year: from families to cycling clubs/teams.
The message is that everyone who rides should be able to find something about the brand that appeals to them and that cycling brands are not just for the cycling ‘fanatics”. Everyone one who rides is a cyclist and everyone who watches and follows the sport is a cyclist by proxy.
All this also means that the brands should appeal to all ages and both sexes. There will be specifics required for each age, sex and type of cyclist, but the "I just ride" brand should be the overarching glue that hangs everything together.
The goal is the make I Just Ride customisable enough to be able to not only approach to each market but make each market feel “wanted” by the brand without alienating or excluding any of the other market segments.
I Just ride for -… is the vision of how to do this. For example
I Just Ride for the Fun of it
I Just Ride for the Love of it
I Just ride for the Thrill of it
I Just ride for the Pain of it
I Just ride because I do
I Just ride for the Peace of it
I Just ride for the Environment
I Just ride for the hills
I Just ride for the coffee
Each of these would be associated with imagery or a feel that reflect the “for” and the market sector or the person buying. Also customers will be able to come up with their own I Just Ride for … .
Ultimately the brand would become something for all riders to feel part of, creating a community out of disparate people bound by a common thread.
Initially the plan is for T-shits and other apparel such as caps, but growing to cycling accessories and cycling clothing. All from an online store. (URL is already registered)
Also an important part of branding with be car stickers (free from bike shops perhaps) to help identify riders to other rider on the road.