Brand Redesign For Sports Organization: USA Cycling

When Rob DeMartini took the reins at USA Cycling, he knew the status quo needed to change. He was determined to position USA Cycling as a more inclusive organization that supported all disciplines of cycling development and competition to the more than 6 million cyclists in the United States.

To make this happen, a USA Cycling brand revamp was necessary and Adrenalin Sports Marketing (a division of Real FiG Advertising + Marketing), with extensive experience within the National Governing Body (NGB) world, was selected to help lead the charge. The team at Adrenalin walked the talented USA Cycling team through a series of steps that started with gathering key dimensions from subject matter experts and ended with a brand narrative that was supported with a new slogan, narratives, and graphics package—all wrapped up in a Brand Style Guide that will serve as the operators manual for years to come.

The Result

USA Cycling launched a new campaign with amazing consistency across all platforms that clearly articulated its position as the “go-to” source for everything cycling.

“The process of developing the USA Cycling brand story and corresponding brand guidelines with Adrenalin has been remarkably thorough and inclusive of all constituents. The Adrenalin team’s work and tools delivered will be invaluable as USA Cycling embarks on a new era of serving the American cycling community.”
- Bouker Pool  |  Chief Commercial Officer, USA Cycling