Cowboy
For the fastest bikes in the country, we wrote a brand story that doesn’t focus on technical USP’s, but on the wind blowing through your hair. “That moment when you get on a Cowboy for the first time and your eyes open wide with joy. That’s what we need.”
verbal strategy • brand story • brand values
You could say they make bikes at Cowboy. That is not a lie. They even make pretty bikes, at that. But what they create are not new sets of wheels, but Cowboys. You know, defiant dudes who leave everything behind to go and discover a new world. Yes, we hear a ring of idealism here. But at least these cowboys understand that you shouldn’t spend all your time telling people that cars are bad. No. They just make bikes which are stupendously fun to tear around with. So much fun that the owners of such a bike find the commute—wind in the helmet and gaze on the asphalt—the most enjoyable moment of the day.
→ brand story
The early morning city roars.
In a minute, it will all rush to my head. The ride, my wheels on the tarmac, the traffic that splits open right in front of me.
All of them standing still. But me, I’m a bullet speeding by.
I don’t wait, I act on impulse. I’m up for anything.
Even before I set off, I’m ahead of the curb, cruising the concrete, treading onto new territory.
Out in front,
that’s where I am
Out in front is where I feel the air on my skin.
Out in front is where the new world is.
My body knows. So I just let the ride take me.
I’m a Cowboy.