British Cycling appoints WeAreFearless

British Cycling has appointed agency WeAreFearless to help launch new strategy ahead of Paris 2024. The pair have worked together to craft a number of creative assets to launch the new strategy and act as a rallying cry to all involved with cycling in Britain to join the movement ahead of Paris.

Garry Dods, WeAreFearless Founder, said: "We're absolutely delighted to begin working with British Cycling following their incredible Tokyo success to help launch a bolder and more inclusive strategy ahead of Paris 2024. They're an iconic sport with an incredible opportunity to grow British Cycling by satisfying people's deeper motivations. We're proud to have used our HumanValues insight tool to craft creative assets to launch British Cycling's new strategy whilst ensuring they always resonate at that deeper psychological level."