Cyclewear Brand Says Everyone Needs To 'Just Chill The F Out'
Leading premium cycle wear brand, whose mission is to break down the barriers in to cycling, says we all need ‘just chill the f out’ in their new Campaign for Chill Cycling.
It’s a well-known fact that the cycling industry can be very serious and somewhat cliquey. For a long time it’s all been about climbing the biggest hill or smashing personal bests or showing off on Strava. But don’t you think we all just need to chill out a bit? When you first learned to ride a bike, think about the fun and freedom you felt. Playing, expressing yourself – when the concept of competition or growth wasn’t relevant. Cycling as an adult has become much more serious and, for some, much less fun. A lot of that is down to the pressure of performance-based goals.
For novice cyclists and those that ride a little slower, it can be an intimidating space to be. Yet the cycling industry and the planet would benefit largely from having much more cyclists on the road. So really, this attitude doesn’t make sense. We all live exceptionally busy lives in this modern era and cycling can be a really great way for many people to decompress. This is why Fat Lad At The Back have launched their Campaign for Chill Cycling.
Fat Lad At The Back are a premium cycle wear brand that have challenged the stereotypes and have blazed the trail for more inclusive cycling communities. They have completely transformed the manufacture of cycling clothing to make it much more comfortable, form-fitting and flattering for every body. They are a community-focused brand and have done a lot to empower novice and larger cyclists. Having experienced it himself Richard, Co-founder and Original Fat Lad comments on the need for more cycling brands to encourage the ENJOYMENT of cycling and empower those who are more chilled out on the bike.
“I had an epiphany a few years ago. I’d done a string of events culminating in the Majorca 312 and I’d been training so hard that for a time I fell out of love with cycling and didn’t even want to get on my bike. Then I realised it doesn’t have to be about chasing your PB or Strava segment. Some of my best days cycling have been those spent with good mates, at a steady pace, chatting all the way. It’s what cycling used to be like when I was a kid and it’s what reignited my passion to get back into the saddle.” - Richard
They launched their social campaign with a bold statement, showing images of a big billboard poster saying ‘Just chill the F out’. Attracting a lot of attention from the public thanking the brand for finally voicing how they feel. With many people saying that’s what they needed to hear. The campaign consists of advice around being more mindful on the bike, challenges for the community to chill out more, the health benefits of this kind of riding, things to wear and sharing the chilled out rides from their community. Their hope is to empower the novice cyclists and those that want to ride but don’t want to ride fast and furiously. From a wider perspective, getting some exposure for this side of cycling could massively impact the culture of how cyclists and motor drivers relate to each other on the roads and could break down the many barriers for people getting into cycling in the first place.
For more information visit @fatladattheback on Facebook and Instagram or contact Lydia@fatladattheback.com