Orbea Partners with All-Diabetes Pro Cycling Team

Solve debuts an integrated campaign this week for high-end racing bike brand Orbea. Appearing in ROAD Magazine and other cycling enthusiast magazines, the campaign is Orbea’s largest-ever U.S. effort. The elite brand is positioned in the new work as a rider’s edge. To provocatively make the point, the Solve campaign partners with Team Novo Nordisk, the world’s only all-diabetes pro cycling team. One headline reads “Who needs a faster bike? A rider with diabetes? Or the opponent who underestimates him?”

“The Solve team immersed themselves in our brand. This emotionally powerful campaign, centered on a partnership with Team Novo Nordisk, provides substance to the edge our high-performance bikes enable,” said Tony Karklins, Orbea’s Global Director of Road Bikes. Print, digital, social content and race events work together under the #OrbeaOvercome banner to foster a community of cyclists dedicated to overcoming personal challenges.