Giant Europe

Performance cycles


The Challenge

Giant, the world’s leading manufacturer of quality cycles, needed to strengthen its brand perception as a producer of performance bikes.

The Ideas

FK3 created a new premium brand, “Giant RT” (Racing Technology), to segment its performance bikes from its broad range of mainstream models. Giant RT helped to engage with performance cyclists and evangelise Giant’s superior technical innovations in materials and frame design.

Delivering a fully integrated programme, FK3 supported the brand campaign with consultancy, brand identity development, sponsorship support, point of sale materials, launch assets and product livery design.

The agency also headed Giant’s sponsorship programme of the T-Mobile professional road-cycle team, winners of the Tour de France team classification, activating the sponsorship above & below the line across Europe.

The Results

Within 12 months, Giant became the #2 performance cycle brand in France, Europe’s most competitive market, and the RT brand was adopted globally by Giant.


  • Strategy
  • Branding
  • Advertising