Latch MTB Shoe
Launch for Giro
The culmination of our strategic and creative efforts yielded exceptional results. Thousands of the Latch mountain bike shoes were enthusiastically embraced by the market. Our campaign effectively established the Latch shoe as an embodiment of a refined riding experience and a poignant reminder of the virtues of focused engagement in an increasingly noisy world.
Our creative strategy harnessed multiple meanings of “chatter”. Not only does less chatter between foot to pedal result in enhanced riding, but less chatter also signifies a metaphoric reduction in disturbances—ranging from modern life's distractions like spending too much time on social media to too much talking on the ride. This twofold interpretation resonated deeply with our target audience, forging an emotional connection that extended beyond product functionality.
I had the privilege of spearheading the campaign for the launch of Giro's revolutionary Latch mountain bike shoe. Central to our strategic endeavor was positioning the shoe's most salient value proposition—a reduction in chatter from a rider’s foot to the bike pedal. Less chatter translates to an elevated riding experience, as the shoe minimizes vibrational interference.
Forget about the likes and mentions and incessant notifications: sometimes you just have to silence it all and chase your buddy down the mountain. And maybe throw a few shapes while you're at it. Join Utah ripper and racer Bryn Bingham (@brynnerthepinner), and jort-sporting all-around shredder, Delilah Cupp (@dcuppers) as they send it through some fast and flowy trails around Boulder, CO. The temptation to capture the perfect pose for the 'gram is strong, but they both eventually agree that the best part of riding bikes is throwing away any digital distractions and actually riding bikes. Just like we all get sick of the digital noise, nobody likes trail chatter. Washboard ruts, baby-head rocks, and rough roots can all conspire to wear you down and blast your feet off flat pedals. So we came up with Mute™️ foam, a patent-pending slow-rebound foam at the heart of our all-new Latch shoe.