A brand that needs little introduction, Shimano has been shaping the cycling world for over a century.
Known for its high-quality bike components, soft goods and accessories, Shimano’s products are used across road, mountain and hybrid bikes, from everyday riders to the world’s leading race teams. If you’ve ever ridden a bike, there’s a strong chance Shimano has helped you turn the wheels.
The Challenge
Cycling accessories like eyewear, gloves, and shoe covers are often overlooked, yet they play a crucial role in a rider’s performance and experience. We were tasked with creating a campaign that would elevate the Shimano Accessories category, bringing the products to life in a way that felt authentic and culturally resonant for real riders.
The objectives were clear:
- Elevate the category and position accessories as essential performance gear rather than optional add-ons.
- Unify the range by showcasing eyewear, gloves and shoe covers across seasons, within one cohesive campaign narrative.
- Create something that connects with real riders, and reflects the dedication, effort and identity of the cycling community.
The Result
The campaign was built around a simple but pertinent insight: the unmistakable lines cyclists carry after hours in the saddle. From the eyewear mud lines etched onto the riders face, to the clean tan lines left by socks and gloves – these marks become badges of dedication, effort and countless miles ridden.
This recognisable detail became the creative concept for the ‘Leaves a Lasting Impression’ campaign. The concept captured both the physical marks left behind by long days of riding and the lasting impact that Shimano’s high-performance accessories have on a rider’s experience.
We took the idea from concept through to full production and final asset delivery. Working with a specialist production team, we delivered a full-day shoot on the South Downs, chosen for its varied terrain and cinematic views. Locations ranged from the highest point of the Downs to wooded trails that provided rich autumnal tones, allowing us to capture both on-road and off-road riding environments. We were blessed with clear (but very chilly) Autumnal skies, allowing us to capture a full season of shots.
Clever makeup artistry allowed us to create realistic tan lines and define eyewear mud lines, helping complete the look of riders after a long day in the saddle.
Alongside the hero photography and film, behind-the-scenes content was captured to document the production process and provide additional storytelling assets.
The campaign delivered a comprehensive suite of assets designed to elevate the accessories category across global channels, including:
- Three 20-second hero films for social media, highlighting gloves, eyewear and shoe covers
- A full suite of photography for Shimano and retail partner channels
- Supporting guidelines and messaging framework
- Extensive digital and print templates for retail POS, signage, social media and digital materials
The result was a visually striking campaign that placed Shimano’s Accessories category front and centre, turning the subtle marks of the ride into a lasting impression of performance.
”"Creating the ‘Leaves a Lasting Impression’ campaign and art directing the shoot was both challenging and rewarding.
The key was a simple but strong idea that could carry across every touchpoint, from product details to storytelling.
Shooting in winter while capturing a Spring/Summer feel meant carefully building the right light and atmosphere without it feeling forced.
I’m most proud of how well the concept held everything together. Given the conditions we were working in, the final work still feels warm and true to the season and to the brand. Sometimes a strong concept is what gets you through the difficult shoots!"
Alastair LecomteCreative Director - Brandwave
”“Working with Brandwave on our Accessories campaign has been a great experience. They did an excellent job transforming the initial idea into a compelling story, guiding us clearly from concept to final execution. The framework and guidelines they developed are highly valuable for our sales offices and distributors, ensuring alignment across all markets. The assets produced are versatile and can be used widely across all channels, from retail stores to IMO and D2C. I am very pleased with the outcome and the impact it will have across our global touchpoints.”
Marleen KeesenEMEA Marketing Manager Softgoods - Shimano
Photography: Phil HillVideography: Will CheaneyEditor: Sam HopkinsModels: Eshan Kali and Caitlin DimblebyMUA: Jo Clayton