Fat Lad At The Back Appoints the Earned Agency

Cycle wear brand Fat Lad At The Back which was founded to provide better fitting garments for larger sizes has appointed The Earned Agency to handle its PR, social media and experiential activity.

The Earned Agency will run an integrated campaign that will leverage the heightened interest in cycling around the Tour de France when it hits Yorkshire, the home of Fat Lad in July.

Neil Foster, managing director of The Earned Agency comments, “This is a great brand and one that lends itself really well to earned media.  It has an inherent self-deprecating sense of humour, a great story and a really engaged audience which is growing daily.  We’re looking forward to having a lot of fun with this, it is really rich creative territory.”

Fat Lad At The Back was founded in October 2013.  Originally, three mates in a pub discussing their upcoming cycling tour of the Alps wanted to create their own version of the Lantern Rouge jersey for the last one at each stage.  The name stuck and founder Richard Bye started to investigate the market.  With the average waist size in the UK being 38”, there is really very little cyclewear on the market for bigger men.  Bye’s wife Lynn, has a design background and started looking into different pattern designs and shapes that would provide a better fit.  Several humorous designs have been developed with special Tour de France inspired editions being made available in July.

Bye said; “What started as lads having a laugh got us thinking.  When we looked into it, there was virtually nothing out there for big blokes.  The response has been amazing, not only through the sales but the feedback from people that now feel good about getting on their bike, getting out there and having a go.  It’s really inspiring.  We’re looking forward to working with The Earned Agency, they have some great ideas and the capability to bring the brand to life and reach our target audience.”