Diamond Back Bicyles, a dominent force in the adult and youth cycling industry for decades, desired a new cohesive campaign that spot-lighted both their BMX and their Freestyle products in the youth marketplace.

 

For this, the Diamondback management team adopted a new company-wide marketing philosophy, "the product was king". This meant the product needed to be forefront in all marketing placements. Their previous campaigns were geared towards "lifestyle-oriented" themes and as a result, their brand was getting white washed with all competing cycling brands concentrating on the same thing.

 

Marcus was tapped to develop the advertising campaign for this new direction. Gone are the catchy headlines, call-to-action subheads and body copy fluff. The demographic driving the purchase of these youth-oriented products either like what they see or they don't. They weren't interested in "Big Brother's" ad speak.

 

This was the first-generation ad highlighting their top-quality product in the Freestyle market. Click to navigate the the first-generation ad featuring Diamondback's BMX bike in this campaign.