Martin Casson

Senior Creative / Creative Director

Martin Casson

Bizarre cycling stories

The world of the racing cyclist is indeed a strange one. Full of quirky stories and colourful history with it’s own codes and rules of the road.
For example early participants in the Tour de France would pop raw steaks down their shorts to cushion their posteriors from the many hours in the saddle, then after the days racing was done would fry them up with garlic for dinner!

Professional mechanics who followed the riders in races would use a particular type of spanner to spread their peanut butter sandwiches. This came to be known as the peanut butter wrench.

Rapha wanted to speak to it’s potential new audience in a way that showed it understood them in a way no other brands in this growing market had done before.

Rapha wanted to speak to it’s potential new audience in a way that showed it understood them and in a way no other brands in this growing market had done before.

Rapha wanted to speak to it’s potential new audience in a way that showed it understood them in a way no other brands in this growing market had done before.

Rapha are a London based cycling apparel brand launched to cater to a growing demand for high quality and beautifully designed cycling clothing for the more discerning cyclist.

Part of the brand launch strategy was to create an e-commerce brand rather than be sold in cycling shops among inferior quality products and often by sales staff who didn’t understand the Rapha ethos.

As well as these print ads I created online content and product videos that showcased new lines and individual product launches.


  • For Rapha

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