Women Needed

Rapha knew there was a huge opportunity to reach women in cycling and to grow the sport for women. They tapped me to help build the first women’s Ambassador Team. They already had a successful men’s team and program but wanted to do things a bit differently. I helped design the program and opportunity, recruited some incredible women from across the country and helped launch storytelling and experiences around the program for the brand. First up - an athlete’s summit. We invited the newly formed Women’s team to Los Angeles for an in person meet up dubbed ‘The Calling’. We built in programming that involved product training, some customized culinary experiences from the talented Allen Lim and of course some incredible riding opportunities over the course of the week. Once the team was formed and ready to rep the brand for the year we went one step further to advance women’s cycling. We pulled together some of the more elite riders from the team and challenged the to ride the Tour of California course (at the time not open to women) the week before the actual event. We documented the entire experience and ended up with some extremely powerful content and PR opportunities that the brand was able to leverage throughout the year.