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Rapha: Rapha Women 2020
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Knucklehead's Paola Morabito directs a film at the heart of Rapha's campaign to transform women's cycling and its kit. Since their launch as a brand, Rapha have been arguably at the front of the women's focus, launching a range and creating the market in 2010, paving the way for other brands to follow, developing high performance clothing specifically for women, using real cyclists in marketing, telling real stories and championing women's cycling through their sponsorship of athletes and events. However in 2019 they started to push further with innovation in product and their on-going commitment to building communities through a greater focus on the female only even Womens 100. 2020 is an even bigger year for Rapha Women - having listened to feedback from female riders throughout the years, they want to transform women’s cycle-wear - no longer will it be an afterthought; a poor relation of men’s. And Rapha’s commitment to growing and developing this category is evident in the updated Women’s Pro Team kit (worn by Canyon SRAM), and a new collaboration with Outdoor Voices. Central to Rapha’s mission to exploring new stories within women’s cycling, is the new film “Women 2020”, directed by Knucklehead’s Paola Morabito.
Service Company Producer: Dani Ojeda @ Smile Related |
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