Yeti Cycles

The ask

Contemporize Yeti’s relationship with riders.

Increased ROI with a decade-long brand platform.


Gone are the days when intangible associations and values alone equate to brand success. Values only have meaning when realized through behaviour. We set out to prove that when you ride a Yeti, you take on more than just the ownership of a bicycle.

  • Strategy
  • Product Positioning
  • Product Campaign
  • Advertising


We repositioned products and initiatives to facilitate the lifestyle in ways other brands simply can’t, or won’t. It manifested in the phrase, More Than Myth. Living up to the promise led to an approach of “do cool shit, talk about it.” 

  • Brand Identity
  • Brand IP
  • Interactive
  • Video
  • Meta Suite Social Media
  • Print

When the common behaviour to promote new bikes was to simply see them in action, we created a cinéma vérité film that highlights the experiences unlocked when riding a Yeti.

They Already Know

Everyone believes it’s the rider, not the bike, but when you buy a Yeti it’s actually not the case. The bikes already know how to do it all, and then some. With this intentional creative flip, we invited riders to take comfort in that truth, and get to it.

Throwback to the future

To relaunch 100 special edition 35th anniversary Yeti ARC’s, we matched the art direction to the iconic era it was born. How could we resist? The 80’s slapped.


With how fickle marketing and brand work can be these days, More Than Myth is entering its 8th year, and is only building momentum.


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