Culture doesn’t come from ads; it comes from the people who live it. To give Echamp credibility, we put the bikes in the hands of athletes, riders, players and performance figures whose reputations could transfer onto the brand.

“We wanted EChamp to feel tested in the real world, if pro athletes ride it, it’s not just marketing spin, it’s authenticity baked in.”

Working with pros didn’t just give EChamp endorsement shots. It gave the brand a language of movement. Athletes became not only ambassadors but proof points. They created the narrative that EChamp wasn’t just another e-bike, it was performance you could trust, dressed in design you wanted to be seen on.

This athlete strategy blurred the lines between sport and lifestyle, making EChamp equally comfortable on the way to training, off-road or outside a coffee shop in East London.