Becoming the UK’s No.1 online destination

We are proud to say that were lead design agency for Sportsbikeshop between 2012-20. Whether it was art directing naked bikers on Skegness beach on a cold and windy February morning, asking a member of staff to dress in full leathers and then sit in a sauna, or filming the retail staff line dancing for an online campaign, we have had enormous fun developing campaigns across both print and digital channels.

Working alongside the Marketing Director and Head of Content our work helped contribute to the growth of a business that is now recognised as the “UK’s No.1 online destination for motorcycle clothing and accessories”. During which time, their turnover increased from £8m to £41m and they launched a number of retail outlets nationwide. Here’s an example of one of the campaigns.


The client wished to explore a number of options with a view to allowing the strongest concept to form the basis of the new campaign.

Concepts presented were: 

Bring out the ‘biker’ in you – speaking to your ‘inner-biker’ rather than your ‘inner-child’.

Sportsbikeshop it. You go to Google for everything online, except when you want motorcycle kit – you go to SBS.

Biker King: Burger King pastiche – ‘have it your way’ – referencing SBS customer service.

Not just Sportsbikes: Campaign to highlight that SBS cater for all types of motorcyclist.

Sportsbikeshop campaign creative development

Idea development

The chosen concept ‘Not just sportsbikes’ required  five variations – one for each of the five types of motorcyclist. In addition to learners and commuters we developed the campaign to include sports bike, adventure bike and naked bike riders.

Sportsbikeshop mac visuals

Mac visuals

Initial designs were worked up to develop a campaign style and a series of campaign logos were designed to further emphasis the different types of motorcyclists. 


We scouted locations, planned and art directed all the photography required for the campaign. Video was also taken for use on social media.

Sportsbikeshop ad in MCN

Print ads

Five pieces of creative were artworked as master ads which were placed in the UK’s most popular motorcycle publications – MCN, Bike and Ride.

Sportsbikeshop social media campaign

Campaign assets

Additional artwork was created for a variety of touchpoints including website banners, emails, In-store kiosk screens and leaflets. Video taken from the photo shoot was used on social media channels to build awareness for the upcoming campaign.