BikeBiz Bicycle and cycling retail news
Gobik, the supplier of kit to Ineos Grenadiers, Movistar, and FDJ Suez, has officially launched into the UK with an exclusive VIA Atelier collaboration, showcasing its Unity Cold25 Advanced Season clothing range.
The apparel brand sees the official expansion into the UK market as a move which further strengthens its international presence.
Following its successful partnership with the Ineos Grenadiers, Gobik is now available both online and in selected retail locations across the UK. This strategic move marks another important milestone in the brand’s global growth.
As part of this expansion, Gobik has opened a corner at VIA Atelier, London’s iconic high-end cycling store, located in the heart of the city.
The collaboration kicked off with a social ride led by Gobik ambassador and former professional cyclist Juan Antonio Flecha.
More than 80 cycling enthusiasts participated in the event, where they had the exclusive opportunity to preview Gobik’s latest collection, now showcased at VIA Atelier.
“We are thrilled to be a part of the UK cycling community and to launch our collection at VIA Atelier, a space that aligns perfectly with our values of quality, performance, and innovation,” said Albert Medrano, global sales and marketing director at Gobik.
“This expansion allows us to bring our cutting-edge designs to one of the most passionate and knowledgeable cycling markets in the world.”
In addition to the VIA Atelier collaboration, Gobik has chosen London as the launch city for its latest marketing campaign, unveiling the Unity Cold25 Advanced Season.
Unity Cold25 Advanced Season
Unity Cold25 Advanced Season is a window into the immediate future, toward a season where colder temperatures arrive, and clothing choices become critical.
The London preview sought to capture the essence and character of Unity, offering a glimpse of what the Spanish brand calls its “minimalist designs with a sober and elegant aesthetic” further highlighting that “this is our essence, and we will preserve it because it is undoubtedly what has brought us here.”
The collection features around 20 products for men and women.
New designs include models returning for the upcoming winter season that have already become brand icons, such as the CX Pro 3.0, Hyder, and Hyder Blend jerseys, or the Envy jacket.
The collection also includes renewed versions of the Plus and Vector vests and the Pacer jersey made of solid fabric.
Finally, Gobik surprises us with three completely new references in this season’s preview: the Avalon jersey, the Artic Stride winter bib shorts, and the Selkie rain jacket.
Technology innovation: Transforming customer experience
To engage the wider public, the brand introduced an immersive experience in the vibrant Colds Yard area.
At the centre of the campaign was a “mystery box,” which invited passers-by to step inside and discover the new collection.
Inside the box, visitors encountered an interactive photo booth enabling them to try on items from the collection.
The surprise: Photos transformed – with the use of AI – into dynamic cycling action shots, blending fashion with the thrill of being outside on bike.
