Oatly and EF Pro Cycling have joined forces to showcase just how the power of oats can be leveraged by athletes when it comes to nourishment and fueling. The campaign consists of the EF Pro Bikers gang, which is a group of cyclists including Alison Jackson, Alastair MacKellar, Babette van der Wolf, Henrietta Christie,and Jardi van der Lee. This group is inspired by motorcycle culture and thus showcases the cyclists in a variety of rugged clothing and accessories that proudly show off their prowess for Oatly.
Oatly Creative Director Oskar Pernefeldt spoke on the Oatly and EF Pro Cycling campaign saying, "The cycling world knows that these professional riders are some of the most badass endurance athletes on the planet, but it’s not always understood in broader sports culture. If you think about it, with their tattooed sleeves, riding in packs, wearing uniforms to show allegiance to their crew and having lots of unspoken rules and rituals, cyclists are total bikers. So, we developed a campaign that finally treats bikers as…bikers.”
Image Credit: Oatly/EF Pro Cycling
What Makes This Trend Stand Out
- Athletic Plant-based Nutrition
- The collaboration between Oatly and EF Pro Cycling highlights the potential of plant-based products as a key nutritional source for elite athletes.
- Crossover Marketing Campaigns
- The campaign merges cycling and biker cultures, demonstrating the efficacy of crossover marketing in reaching diverse lifestyle segments.
- Rugged Lifestyle Branding
- By associating plant-based products with rugged and rebellious aesthetics, brands can redefine their image to appeal to nontraditional demographics.
Sectors Adopting This
- Sports Nutrition
- With athletes increasingly embracing plant-based diets, there is growing potential for innovation in the sports nutrition sector focusing on high-performance plant-based products.
- Plant-based Food and Beverage
- The growing acceptance of plant-based foods in athletic circles represents a significant market expansion opportunity for the plant-based food and beverage industry.
- Marketing and Advertising
- Innovative campaigns that blend distinct subcultures offer new avenues for the marketing and advertising industry to engage and expand their audience base.
