A large collection of local, retired professional bike racers who formed a riding group free from all the obligations of a traditional racing club.
Create an identity that makes the Sofa Kings Cycling Club feel special and (frankly) cool, without the flashiness the cycling industry so often resorts too.
The solution was to inject some dry humor into the club with a dash of old-school toughness. The colors and details help the riders feel polished, not like they’re in a midlife crisis. The name and deconstructed vintage typography show that these guys have paid their dues and are ready to collect on their fun. Membership boomed in year one, quickly signing over a hundred riders. Kits, t-shirts, and water bottles sold out instantly, but what really mattered was that the team had a lot of pride in their kits and didn’t feel like sissies in them.