The world's leading volume supplier of quality bicycles was regularly overlooked as a provider of performance products - chiefly because they were marketed alongside Giant's extensive range of commodity cycles.

FK3 created Giant RT (Racing Technology), a programme that highlighted performance features and unique manufacturing processes within a distinctive look and feel.

This segmentation elevated Giant into the consideration set for performance cycles alongside the traditional leaders of the sector.

Cyclists clearly understood that with Giant RT they could be fast.

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FK3 - Communicating Innovation
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