F*ck It Let’s Ride

Introduced in 2006, SoulCycle has been the premiere indoor cycling studio. But when the COVID19 pandemic forced us all into our homes, many loyal and prospective riders turned to alternative solutions to get their spinning fix. 

Speaking with riders and SoulCycle instructors revealed that many people had simply forgotten the magic of the in-studio experience that cannot be delivered at home and needed that extra nudge to get out there and reclaim it. 

People do not go to a SoulCycle class just go for exercise. It's about having fun, feeling energized and being a better version of you - all the things that had somehow become deprioritized over the pandemic.

We created a campaign that embodied the unique energy of SoulCycle with their famous spicy attitude. We wanted people to focus on that relentless pursuit of joy. Perform a rallying cry of positive aggression. Choose to live their lives, be fearless, and have a good ass time again... 

So we said, 

F#ck It, Let's Ride.