Two Palms collaborated with Red Bull to support the Rising project, a talent-scouting initiative designed to uncover the next generation of elite cyclists. Our task was to develop a full-funnel digital strategy to encourage cross-sport athletes to apply for a once-in-a-lifetime opportunity: a training week with the Red Bull Bora Hansgrohe team and potential entry into the pro peloton. The objective was to expand the talent pool, increase participation across borders, and raise the profile of the programme as a credible pathway to a professional cycling career.
We created a multi-platform content strategy built around clarity, energy and ambition. From editing high-impact social content to designing the application website and crafting its copy, every asset was engineered to inspire action. Emphasising the accessibility of the programme and the power of performance, we highlighted the Strava segment challenge and application journey with precision. The campaign saw a significant spike in engagement and application numbers, reaffirming the Rising project as a unique gateway to pro cycling backed by some of the sport’s most influential brands.