Join the Repopulation

In a world where immediate results often take precedence, Gobik is choosing to emphasize the journey itself. This approach seeks to restore the lost essence of both everyday life and sport, highlighting the importance of enjoying the journey, not just the destination. With a philosophy of accentuating every step of the trip, Gobik aims to strengthen community ties and foster a sense of belonging and uniqueness among cyclists.

Since its inception, Gobik has been known for offering each cyclist the chance to express their individuality through custom gear with its Gobik Custom Works service. This customization not only allows cyclists to feel unique but also offers them the opportunity to manifest their identity in a visible and tangible way. Each kit designed by Gobik captures the essence of its wearer, reflecting their characteristics and values with every pedal stroke.

This time, Gobik is taking a step further by highlighting the value of the path to connect, make visible, and combat an increasingly prevalent issue in society: depopulation. To this end, the company has mapped routes through the most affected rural areas of Spain, France, Italy, Belgium, Germany, and the United Kingdom and shared them on Strava, one of the most significant platforms for runners and cyclists. In this way, the brand encourages all cycling groups to set aside the number of kilometers traveled or the average speed of the ride, advocating for genuine cycling, the kind that takes you to unseen places, that connects you with your environment, your land, your roots. Cycling that fills you with experiences, memories, and feelings alongside your unique and incomparable group.

"Our customization service not only allows cyclists to feel unique but also to imprint their identity on each route. As a long-term commitment to the cycling community and the values it represents, at Gobik we have chosen to give value to the path itself. We recognize that the journey, often overlooked, is where the true essence of the cycling experience resides," comment Alberto García and José Ramón Ortín, CEOs of Gobik.

Fran Cánovas, strategic planner at Utopicum, states, "Cycling has its roots in the countryside, and there's a reason for that: living in a village invites cycling. In a city, having a bike can be annoying and even dangerous. Furthermore, all these rural areas are unprotected, abandoned, and concerned about their future. A critical scenario for a brand that sees, in the long run, the tradition its audience is interested in cycling threatened."

A campaign by Gobik Custom Works that, beyond demonstrating its usual commitment to high-performance and customized garments, inaugurates a long-term commitment to the cycling community, the rural community, and the close bond that unites them.