Situation:

Viewed by many retailers as merely a parts supplier to Trek, Bontrager—a wholly-owned subsidiary—struggled to claim shelf space and a voice for its highly-regarded cycling components and gear. The Trek marketing team wanted a story to match Bontrager’s legendary reputation for quality.

Solution:

Position Bontrager as solely focused on enhancing the riding experience. Anyone— from a recreational rider to a commuter or a competitive pro—can benefit in their own way from a Bontrager-equipped bike.

Outcomes:

Since 2012, Bontrager has used some version of the statement “make every ride better” to align the brand with beginning and advanced riders alike. Trek streamlined its Bontrager line and focused on “halo” performance products that deliver on the promise of elevating the riding experience.