RIDERS SPORTS

___ Rebrand

For its 10th anniversary, Riders Sports, based in Camboriú, Santa Catarina, reached an inflection point. What began as a strong regional bike shop had evolved into a multi-layer cycling platform, operating international competitions, leading retail in the region, and shaping the local riding culture. The challenge was no longer visibility. It was alignment. The brand needed to match the scale of its ambition.

Studio Picante led a full rebranding process, from strategic positioning to a complete visual identity system. We redefined the brand architecture to unify retail, events, and community under one clear vision. The goal was to elevate perception at every level, from everyday riders walking into the shop to international partners evaluating UCI-level productions.

Riders Sports represents global brands such as Oakley, Cannondale, Caloi, Shimano, and GoPro, positioning its retail operation as a benchmark in southern Brazil. At the same time, it produces stages of the UCI Gran Fondo World Series and the UCI Gravel World Series, attracting thousands of riders and generating significant economic and cultural impact in the region. Its multi-day Stage Mountain Bike race further reinforces Santa Catarina as a destination for high-level cycling experiences.

Brazil is one of the largest cycling markets in Latin America, with rapid growth in performance road, gravel, and mountain disciplines. In this expanding ecosystem, brand credibility becomes strategic capital. The new identity was designed not only to look stronger, but to operate as infrastructure for growth, supporting sponsorship acquisition, institutional partnerships, event scalability, and long-term community loyalty.

More than a logo redesign, this project defined the identity of a regional leader entering its next chapter. Riders Sports is no longer just a shop or an event organizer. It is a cycling ecosystem. The rebrand provides the clarity, authority, and cohesion needed to lead the next decade with confidence.

Client: Riders Sports
Industry: Cycling
Region: LATAM

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