Hughes&Co.

A campaign to celebrate the diversity in all aspects of cyclosport, involving riders, fans, and volunteers. In an effort to make the sport more accessible and diverse, the 'Everyone Wins' campaign chronicles the journeys of a group of novice riders from various backgrounds. The objective is to challenge preconceived notions of what bike racers should look like, highlight the diverse opportunities for involvement, and celebrate the health, wellbeing, social, and community benefits of cycling.