In what was essentially a year long experiment, Fusion were tasked by Shimano EU to create and deliver a content plan for their bourgeoning lifestyle category.

Having previously fallen between remits within their EU team once we delivered a vision for the year that surpassed the assumed direction and expectations, we were granted the freedom and autonomy to deliver these projects utilising our network of content partners and extensive freelance database across Europe.

From cycling stories of mental health work in North London, to BMX’ers seeing a new side of Dusseldorf by eBike tour as well as ‘how to’ wash your bike or prepare it for winter in the Arctic Circle - we delivered a diverse portfolio work that elevated the category beyond the everyday.