Canyon
Riding Into The Future With Canyon
Media & influencers engaged
Global readership
Views
the challenge
Canyon is renowned for high-performance bikes, trusted by Tour de France champions and triathlon world titleholders. To broaden its appeal, it wanted to showcase its hybrid and e-bike ranges to new audiences.
The brand had two key goals:
Local Challenge
Position Canyon’s fitness bikes with health, fitness, and lifestyle audiences, moving beyond its traditional pro-cycling fanbase.
Global Challenge
Introduce Canyon’s Precede:ON e-bikes and future mobility concept, positioning the brand as a leader in sustainable urban transport and innovation.
our solution
Aspire’s role was to design and deliver campaigns that worked both locally and globally - reaching lifestyle audiences and mainstream media, while reinforcing Canyon’s forward-looking vision for mobility.
Spreading the joy of everyday riding
Ran a UK product seeding and review programme for media and influencers. Hosted two live events with pro-riders, group rides and expert talks.
Supplied test bikes to wider media contacts.
Provided full press office support with press packs and media management.
Showcasing the Future of Mobility
Led a high-profile London launch for the Precede:ON e-bike and Canyon’s mobility vision.
Hosted 22 top-tier media and stakeholders, including Wired and The Independent. Arranged exclusive interviews with founder Roman Arnold and managed event delivery.
the impact
Together, the two campaigns strengthened Canyon’s dual positioning - as a brand that celebrates the joy of everyday riding, while leading the conversation on the future of sustainable mobility.
Media & influencers engaged
Global readership
Views
- 37 media & influencers attended test rides and events
- 132k social reach & 128m media reach with coverage in The Times, The Observer, The Guardian, Men’s Fitness and more
- 36 pieces of international coverage reaching 1.17bn online readership with 1.16m views
- Hero features in The Independent and Cycling Weekly positioning Canyon as a disruptor in urban mobility
- Reviews hailed the Precede:ON as “the e-bike for the future” and unlocked new partnership and ambassador opportunities
