4th October 2021 – Bath, UK: SHIFT Active Media, the world-leading Bath-based cycling agency, can today announce its creative partnership with global cycling ecommerce brand, Chain Reaction - formerly Chain Reaction Cycles.

Taking a core role in the brand’s modernisation efforts, SHIFT has led on a major rebranding for the online retailer, helping Chain Reaction bring its proposition to life across wider number of cycling disciplines, share practical cycling expertise with its community, and inject an element of fun back into the online shopping experience.

The scope of SHIFT’s work encompassed research, strategy, logo redesign, brand and brand identity development, throughout which SHIFT deployed its considerable expertise as a cycling-specific agency to meet the goal of improving the buying experience for Chain Reaction’s shoppers. SHIFT was the natural partner to support Chain Reaction in reshaping its future, as the agency’s unique depth of knowledge of the cycling industry ensured a comprehensive and informed approach to the rebrand, ensuring Chain Reaction could stand out in a busy market.

Gary Wells, Head of Marketing, Chain Reaction, said: “Working with SHIFT was a no-brainer for us. SHIFT’s deep understanding of cyclists and the industry, paired with the world-class talent within the team and their passion for cycling, gave us great confidence. It was clear from our first discussions that SHIFT shares our love for cycling and the cycling community, and together we have worked to convey the fun that Chain Reaction delivers across every aspect of shopping for the latest kit.”

Wayne Brown, SHIFT Active Media CEO, said: “Chain Reaction is one of the leading cycling retailers in the world, so we were honoured they chose SHIFT to help them create their new brand positioning and identity. Drawing on our knowledge of the market and unique data - we were able to work with them to forge this exciting new face for their highly dynamic business.”