Create a campaign that welcomes a new rider to the Fox team while not making our partner in-house brand Shift look like they had lost anything.
Focus on the Reed family being welcomed to Fox rather than Chad the racer.
Overwhelming positivity to the campaign with a painless transition for Chad from Shift to Fox. Solidifying the differentiation between Shift and Fox. Shift retains the edgy, youthful aesthetic; while Fox reaffirms it's position as a wholesome brand focused on performance.
WHO IS CHAD REED?
Chad Reed is a legend within the motocross community. He is currently the racer with the most starts in the history of the sport. A multi-time champion, he has been racing professionally for nearly 20 years. At one point in his career he self funded his own team to go racing. Chad's influence on the sport is immesurable. As he is one of the sports veterans, his story is a bit different than the average racer. The Reed's are now a family of 5.
Video was the driving force for the campaign. We wanted to highlight Chad's current role as racer and father. Prior to shooting we developed a storyboard and a launch strategy that would service all of our needs. I sat him down and asked him a direct set of question to get the exact tone of voice over we wanted out of the piece.
This print ad was timed to hit newsstands the very same week that the announcement went out on all of our digital channels.
As with any campaign, digital is a tremendous area of focus. This rollout blanketed all of our endemic media channels as well as our own site.
Rather than shooting Chad simply spinning laps, we decided to harness what makes Chad so special: his family. Showcasing the two halves of his life was the direction we felt was best to yield the most emotional impact with our audience. All of these photos rolled out on our social channels over the two week push while this campaign was live.