Maxxis Tires: Maxxis: Hold On

Seattle-based creative agency OkayBro just created new work for Maxxis Tires, launching this week. Maxxis is the global leader in bike and power sports tires and is used by top athletes around the world. For this new launch, OkayBro created two campaigns: one celebrating sponsored pros and the other targeting serious riders on the amateur or hobbyist end of the spectrum. Both global campaigns launch this week and include print, digital and social components.

The Pro campaign celebrates sponsored riders and their podium wins throughout the year, with bold headlines and the “Tread Victoriously” tagline, which speaks to what it takes to win.

At the same time, consumer-focused work highlights the products that facilitate a momentary escape from reality. The “Hold On” tagline embraces the idea of holding on during a ride as well as the equally familiar idea of holding on mentally and emotionally as we all escape and survive these crazy times by doing something we love, whenever we can.

Both prongs of the Maxxis work launch this week, including a premium slide-down takeover of Cyclingtips.com as well as print and digital work in Peloton magazine, Pinkbike, VitalMtb, Freehub and others. These campaigns will be the most integrated effort from Maxxis in years, with plans to leverage this creative in factory gear, live events and social.