The name "Shimano" is synonymous with bike components. In fact, two of my bikes use them. And there are few components more important for long-term riding than the shoe and pedal combo.
True to the Shimano brand, this campaign was designed to be different from everything around it, and aspirational to the average rider. By transforming regular people into Patron Saints of Cycling, we elevated the brand to new heights. With a little bit of fun for good measure.