Škoda
Grand Public are the instigators of Škoda Cycling Team. It's a concept stemming from the brand’s history as cycling manufacturers, evolving to its present role as an electric car company and a proud sponsor of global cycling. A project spanning from strategy to communication, brand activation and design, allowing us to stretch long and wide to achieve what we, and Škoda, aim for.
Concept
ŠKODA Cycling Team is a year-on-year, always-on initiative – where different people with different backgrounds unite in their shared passion for cycling, adventure, and curiosity for transcending perceived limits. Upon recruitment, they experience life, training, and treatment akin to professional cyclists throughout an entire season. With bespoke training plans by renowned professional coaches, nutrition plans, team kits, team bikes, pro-level equipment, lectures, and meetings, we are always struck by the monumental leaps our recruits manage to take when spat out on the starting line months later.
Activation
Through the years we have raced on road bikes, unmapped gravel trails in a two-week ultra-gravel race competition and for the last two years we have traveled to Morocco for an adventurous 6-day stage race on mountainbike. While the concept of ŠKODA Cycling Team have evolved over the years, one thing remains constant: to fulfill cyclists’ dreams.
Result
Through earned, owned, and paid media, we document and share the personal journeys toward a common goal — a journey rich in emotion that often results in friendships for life. With thousands of applicants each year (a 30% year-on-year increase), coverage in hundreds of press articles across various media segments, and multiple appearances on national television, we can confidently say that the ŠKODA Cycling Team has become Sweden’s most sought-after and widely recognized cycling team.
See more of our work
Refining the identity of Sweden’s leading bicycle brand