The Movement: By Fusion | Edition #1
Our monthly digest on the world of marketing, from an agency's perspective
A NEW SPACE FOR US
As a bunch of creatives, it will come as no surprise that we like to write. We like to write about bikes, about sport, about lifestyle, about culture, about public affairs and much more, so we’ve created a space for all those things. Perhaps you’ll join us once a month for an eclectic look into the life of a global marketing agency.
FUSION FUTURE
The world of marketing is a busy one, here’s some key dates from the Fusion Calendar for April.
Social Media Week - 9-11th April
VeloBerlin (Germany) - 13 & 14th April
Running Industry Alliance Spring meet (UK) - 17th April
Sea Otter Classic (USA) - 18 - 21st April
London Marathon (UK) - 21 April
FUSION TAKES THE WIN
Humble brag incoming… We are absolutely thrilled to welcome a new client to the Fusion Family. Van Rysel!! Hooray, Decathlon’s premium Flandrian bike brand has enlisted Fusion to grow the brand through PR, influencer marketing, media buying and in-person events! Watch this space for news from the cobbles.
WHAT A ROOM!
Our Stanley team made new friends last week, hosting an active press launch at Psycle in London to celebrate the launch of the latest from the trendsetting brand, the FastFlow bottle. Big names and big media came together for a group workout for one of our most successful press events to date!
Even more excitingly, we will be hosting two international press launches in April for Stanley, in both Munich and Amsterdam. These two events will kick-start the Stanley ‘Hydrate Your Way’ summer campaign. This campaign invites consumers to choose the water bottle that suits their lifestyle the most and becomes the ultimate hydration aid.
NIGHT AT THE MUSEUM
Living out our ultimate Night At The Museum dreams, our Stanley team also attended the first-ever LTK influencer gala at the Museum of Natural History in London.
The gala saw hundreds of top creators across Europe and the world’s leading brands come together to celebrate the launch of the 2024 Spring/Summer season.
Did we also mention there was a GIANT Stanley Quencher for guests to interact with too? Now that’s what we call a viral success moment.
A NEW KING IS BORN
It’s not often that tyres manage to take centre stage, but the Panaracer Gravelking tyre is one such icon. We were honoured to be asked to shake up Gravelking’s brand identity before its relaunch. We opted for a bold, recognisable and versatile identity, allowing it to be applied to the sizable range, and brought in a rich and opulent palette to ensure it stands out, no matter how dirty it gets.
YOUR NEW A TO B
We love e-bikes here at Fusion, that’s no secret. While many come through Fusion Towers, none strike as striking a silhouette as Orbea’s new DIEM. A bike we were lucky enough to try ahead of launch, on its home roads no less. DIEM is a master of integration, a modern, premium urban bike, built for navigating cities. Read the full press release here. Our Senior Account Manager, Jack has spent the last 4 days in Dusseldorf at Cycling World Europe with global mainstream media to celebrate Orbea as a brand and the launch of their flagship e-bike.
THE SOUND OF SPEED
When you’ve worked with Red Bull for some time, you expect to no longer be surprised when a gnarly edit slides across your desk. Needless to say, Kade Edwards got our jaws dropping nevertheless with his first solo edit. Got a brew? Have a watch.
EBIKE POWER BOOST?
From our Bikeisbest Digest
From the public affairs world, the government proposes two changes to e-bike legislation, firstly to increase power output from 250w to 500w, and secondly to allow ‘twist and go’ throttle assistance up to 15.5mph. While there are arguably a number of other urgent consultations, a larger power output could well aid e-cargo cycles (and their carrying loads) and a throttle could help disabled people using adapted cycles; but as widespread changes, the whole thing needs treating with some caution.
A SMIDGE OF WOW
What caught our attention this month…
This brilliant campaign from Decathlon, launching their Olympic supporter's kits
We loved The Dream Gap from The Female Quotient and Barbie
We’ll never stop being amazed by generative AI video
The super powerful campaign around domestic abuse from Southwestern Railway
A sad farewell to Laura Kenny, Britain’s most successful female olympian
THE TEAM’S TALES
STRADE ALWAYS DELIVERS
Miles decided his early-season objective, was the mythical Gran Fondo Strade Bianche, taking in the white roads of Tuscany in a stunning showing of cycling in Italy. Pair that with a front-row seat at two pro-races and it’s a recipe for a good weekend. Who would have guessed that Pogačar would attach in such a fashion? Well, everyone for that matter, as he told us. Check out Rouleur’s gallery from the race and read Miles’ breakdown over on Cycling Culture Club
See you next month!
The Fusion Team
