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, events, 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
We have gone fast on road bikes at one of the world’s biggest recreational races, we have slowly unmapped gnarly trails and forgotten roads through the length of Sweden in a two-week ultra-gravel race competition, and we are soon to battle the heat and the sand in a 6-day stage race in the Morocco desert. While ŠKODA Cycling Team continually innovates, one thing remains constant: to fulfill cyclists’ dreams by challenging mental and physical barriers, emerging on the other side as an improved version of themselves.
Result
Through earned, owned, and bought media, we document and communicate their individual journeys towards a common goal, not seldom with an emotional finish and new friends for life. With thousands of yearly applicants (a 30% year-on-year increase), coverage in hundreds of press articles across all segments, and multiple appearances on national TV, we confidently assert that ŠKODA Cycling Team is now Sweden’s most sought-after and renowned cycling team.
See more of our work
A poolside scent for lounge and leisure
The Nordic way of wealth