Challenge
Women's cycling remains one of sport's most underfunded and underrepresented disciplines. Hess needed a creative platform that could build genuine audience engagement and shine a light on the team, the athletes and the world they inhabit.

Insight
Fans don't just follow results, they follow people. The most engaging sports content takes audiences somewhere they've never been, behind the scenes, inside the team, into the moments that never make the highlights.

Idea
Build a social-first content platform rooted in access and authenticity, treating the team as one unified story rather than a collection of individual race updates.

Execution
Developed a behind-the-scenes content strategy that brought the team's world to life across social channels. As part of the platform we also designed the team's new green race kit for 2025, giving the visual identity a fresh, distinctive look that translated both on and off the bike.

Result
Established a distinctive and ownable social presence for Hess Cycling. Created a scalable content platform built around the team as a whole, helping bring women's cycling to a wider and more engaged audience.