Canyon — Brand · Comms
CANYON
Power On, Game On
Reframing the e-MTB category from battery specs to pure rider attitude, driving immediate global sell-outs.
Problem
The rapidly expanding e-MTB category was trapped in a technical echo chamber. Competitors marketed electric mountain bikes merely as conventional frames with bolted-on motors, leaning entirely on battery range and torque specifications. This hardware-first approach commoditised the product, stripping away the visceral thrill of mountain biking and leaving Canyon’s expanding line without a culturally resonant voice.
Truth
Sell the attitude, not the motor. E-MTB isn’t about battery life; it is an enabler of pure play, designed to transport riders to their absolute highest potential on the trail.
Response
We engineered “Power On, Game On,” a unified, attitude-led brand platform for Canyon’s entire :ON collection. We discarded spec-heavy merchandising in favour of a bold, social-first visual identity rooted in authentic, high-tempo trail culture. Leveraging high-energy film production and Pro athletes like Fabio Wibmer and Luca Shaw, we replaced staged promotional photography with visceral storytelling that celebrated capability and trail elevation. This uncompromising creative vehicle completely re-architected how performance e-bikes were merchandised and experienced across canyon.com.
The results
- Drove complete global sell-outs across every e-MTB model within their respective launch windows, with the inaugural model selling out in just 24 hours.
- Anchored a multi-year ecosystem, successfully scaling the platform across four subsequent global product drops, including the Spectral:ON and Lux Trail categories.
- Defined an entirely new look, feel, and global tone of voice for Canyon’s e-MTB ecosystem.
- Reset Canyon’s global blueprint for athlete storytelling, permanently shifting the brand standard from static product marketing to authentic cultural integration.
