photoxelsRapha Continental | D2R2 from RAPHA on Vimeo.
Goals & Strategies: Run almost no print advertising. Have few retail dealers. Sell mostly direct through the Web. Build brand by sponsoring events and by producing documentary stories.
The Man To Do It: Oregon photographer Benji Wagner.
The Method: Travel the country as a one-man video production crew, shooting from the back of a sag wagon.
The Result: Mini documentaries of cyclists taking on tough, exhilarating rides through beautiful countryside to stir the longings of desk-bound he-man riders of means.
See more pictures and videos at: Rapha
source pdn
