Creative Direction and Strategy for the Redline x A$AP Ferg RL275 bike collaboration. This was a passion project for Ferg, he is an avid bike rider and wanted to design a bike that is minimal but uniquely his style. The bike launch was set around the much anticipated release of his new video "Floor Seats", which features Ferg riding the bike around Harlem NYC. Our Redline team collaborated with Ferg's team on the video creative direction and marketing. The Ferg x Redline collection, which included the bike, lock, racing kit and apparel, was dropped at a sold out party at Stadium Goods in New York in tandem with the video. It was truly a pleasure to collaborate with Ferg and his team on this project, and to see the worldwide impact of this partnership.
Stats from the launch in June 2019:
Redline web traffic increased from 207k to 750k visits from the previous month.
84 million in earned media value with high profile placements in Complex, Hypebeast, Vogue, MTV, Business Insider and beyond thanks to our great partnership with LEDE PR.
Redline is up 250% YTD versus 2018.
The FERG x Redline RL275 bike features a unique yellow-black gradient paint that continues from the frame to the rims.
The bike and apparel collection was launched at Stadium Goods in New York. The BMX style race kit design was inspired by the Redline pro team kit from the 80's.
Limited edition apparel collection and bike drop on the NTWRK App, a platform that gives early access to the best brands and products in streetwear and pop culture.
The inspiration for the Floor Seats video, directed by Valentin Petit, was to give everyone the VIP experience into Ferg's life. It starts with riding through the streets of Harlem on bikes during the day before heading to a house party at night.
Ferg with bike on stage at Pharrell's Something In The Water festival in Virginia Beach.