Giant ditches pro rider sponsorships to champion ‘real riders’

Bike brand Giant is ditching some of its sponsorship deals with professional riders and instead sponsoring ‘real riders’ – BMX hoons, kids with training wheels and people who trundle to work with baskets on their bikes.

The agency behind the campaign, which launches to coincide with the SBS coverage of the Tour de France, was Leo Burnett Melbourne.

Anyone can apply to be sponsored at Giant’s website. There are 30 ‘real rider’ sponsorships up for grabs.




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