The Power of Pedals and Identity

Federica Mezzi
Jun 25
3 min read

CYCLING & BRANDINGHow Themed Gadgets Can Strengthen Your Brand Identity

As the Giro d’Italia kicks off, we take a closer look at how major cycling events can be the perfect springboard for brand visibility.

In the world of branding, every strategy that connects a product with the public in a practical and visible way is a winning strategy. When it comes to cyclists, the association with useful, well-designed products can make all the difference. Let’s explore how companies are leveraging cycling-themed gadgets to strengthen their identity and increase brand awareness.

CYCLING AS A BRANDING TOOL

Cycling is a sport growing in popularity—not just for its eco-friendly nature, but for the sense of wellness it promotes. Companies are tapping into this rising passion by offering branded gadgets that are both functional and effective at communicating brand values.

Items such as customized water bottles, cycling jerseys, backpacks, or gloves featuring a company’s logo are not only useful, but act as powerful visibility tools with every ride. Whether it's a local enthusiast or a professional racer, a branded item stays in sight.

SUCCESS STORIES

Many brands have already adopted effective strategies through cycling-related gadgets. Here are a few standout examples:

Coca-Cola & the Giro d’ItaliaCoca-Cola sponsored Italy’s most iconic cycling event with personalized water bottles and branded gear. The initiative boosted visibility across both cycling fans and the general public.
RaphaThis high-end cycling apparel brand created exclusive lines of jerseys and accessories that draw attention not only for their design, but for the strong message of passion and quality they convey. Their sleek customization reinforces their premium identity.
NikeIn the world of urban cycling, Nike launched collections of technical clothing—jackets, shoes, and more—designed specifically for cyclists. Each product blends style and functionality, turning the Nike logo into a symbol of performance in cycling too.
IUMAN & Giro d’Italia 2025This year, IUMAN, Intimissimi’s men’s underwear brand, is one of the main sponsors of the 2025 Giro d’Italia.The new maglia rosa—worn by the general classification leader—is sponsored by IUMAN and designed by Castelli, featuring a stylized globe that symbolizes the Giro’s global reach.This partnership highlights IUMAN’s commitment to promoting Italian excellence and connecting with a young, dynamic audience.

These examples are a clear signal to any brand looking to ride the wave of cycling culture: themed gadgets can be a powerful, authentic way to connect.

HOW TO CHOOSE THE RIGHT CYCLING GADGETS

If you're considering incorporating cycling-themed gadgets into your branding strategy, here are some practical tips:

Know your audienceMatch your product to your target cyclists. For pros, offer high-quality gear like sport sunglasses or bike tools. For urban riders, water bottles or backpacks may be more relevant.
Focus on functionA good cycling gadget should not only look great—it must serve a real purpose. The more useful it is, the more it will be used (and seen).
Design with impactCustomization is key. Make sure your design aligns with your brand identity while maintaining the product’s functionality. A well-thought-out gadget is much more than a promo item—it’s a branding tool.
Go greenMany cyclists value sustainability. Choose eco-friendly, recycled materials to show your brand cares about the planet—this can enhance your reputation and appeal.

CONCLUSION

Cycling-themed gadgets present a unique opportunity for companies to connect with their audience in a tangible and meaningful way.

Cyclists are loyal, passionate, and proud to show what they stand for. Choosing gadgets that accompany them on their daily journeys can significantly strengthen their connection with your brand.