Oatly and EF Pro Cycling have joined forces to showcase just how the power of oats can be leveraged by athletes when it comes to nourishment and fueling. The campaign consists of the EF Pro Bikers gang, which is a group of cyclists including Alison Jackson, Alastair MacKellar, Babette van der Wolf, Henrietta Christie,and Jardi van der Lee. This group is inspired by motorcycle culture and thus showcases the cyclists in a variety of rugged clothing and accessories that proudly show off their prowess for Oatly.
Oatly Creative Director Oskar Pernefeldt spoke on the Oatly and EF Pro Cycling campaign saying, “The cycling world knows that these professional riders are some of the most badass endurance athletes on the planet, but it’s not always understood in broader sports culture. If you think about it, with their tattooed sleeves, riding in packs, wearing uniforms to show allegiance to their crew and having lots of unspoken rules and rituals, cyclists are total bikers. So, we developed a campaign that finally treats bikers as…bikers.”
Image Credit: Oatly/EF Pro Cycling