Challenge Customers had been asking 45Nrth for a lace-up boot that worked on and off the bike, something that felt at home on the trail and at the bar after. The challenge was launching a lifestyle product for a brand known primarily for technical winter cycling gear without losing the performance credibility that defines 45Nrth.

Insight The boot's real value wasn't its specs, it was the freedom to stop thinking about what you're wearing. We built the campaign around a "trail to tavern" story: one day, two riders, no shoe change required. Lifestyle narrative, grounded in function.

Result A fully produced campaign: video, email, social, shot on location in winter conditions. The "trail to tavern" framing gave retailers a story to tell, not just a SKU to stock.

Creative/Art Direction: Saisha Harris
Graphic Design: Paul Hammers
Copy: Mat Orefice
Photo: Marty Wood @woodmarty
Video/Editing: spiritfolk.com

All assets shared with the permission of Quality Bicycle Products.