RAPHA PERFORMANCE TRAILWEAR

Rapha entered the mountain bike market in the summer of 2021, marking the biggest transformational evolution for the brand since its inception in 2004.

I was responsible for building the brand, designing the go-to-market strategy and for leading the company into this new product category and segment of the bike market.

From new, innovative products and captivating stories to partnering with world-class brands and athletes, we set out to differentiate Rapha’s mountain bike business from a crowded and competitive field.

On June 3 2021, we launched Rapha Performance Trailwear – a new brand of highly durable, repairable mountain biking apparel made with the world’s toughest technical fabrics.