Dark Horses




Leading global cycling retailer, Chain Reaction Cycles, has undergone a rebrand designed to inspire the growing cycling community around the world with a reinvented image and a radical new philosophy – Ride. Eat. Sleep. Repeat.

Ride. Eat. Sleep. Repeat. places Chain Reaction Cycles at the centre of cycling culture globally, launching with a daring new manifesto film unveiling the brand’s foundations, updated ethos and passion for cycling.

Launching on 8 February, the brand’s reinvention includes a new look and feel featuring a more engaging onsite experience, a new smartphone app, free gif-making software bespoke to cyclists, redesigned customer communications, and refreshed brand imagery.

This move comes as cycling enjoys record levels of popularity around the world, with millions of new and passionate riders taking to two wheels for commuting, leisure, and sport. The new Ride. Eat. Sleep. Repeat. brand philosophy centres on inspiring these cyclists to seek out their next challenge, be it trail or road, to help feed their healthy addiction to the sport.

A free, multi-function mobile app is available as part of the launch, offering customers new levels of interaction with the brand, and the Ride. Eat. Sleep. Repeat. attitude.

Dan Staples, Director of Brand Marketing at Chain Reaction Cycles says: “Our philosophy aims to empower cyclists to ‘go again’ day after day, doing what they love. We feel Ride. Eat. Sleep. Repeat helps capture this purpose to communicate our shared obsession for the sport with our customers.”

Steve Munachen, Creative Director, Dark Horses, commented, “Chain Reaction Cycles is an up-for-it brand with an up-for-it audience. We created a brand platform that their customers can embrace and adopt – and hopefully live by. We’re inspired by the cyclists that are living this action-packed lifestyle, they’re our inspiration. Now it’s over to them to enjoy it.”

Graeme Rutherford