Denmark's Cycling Hero Signs with isolés

March 2019 — Creative

Danish professional cyclist Jakob Fuglsang has become a joint owner in emerging Danish cycle clothing brand isolés, becoming part-owner and joining the company board. Fuglsang who currently rides in the World ProTour for Astana, will provide product insight alongside his investment and said he was attracted to the brand’s core values of quality, uncomplicated design and a commitment to sustainable manufacture.

Video Credits
Art Direction: Jonas Rasmussen, Black
Video and Sound Design: Peter Bender, December Works
Client: isolés
Riders: Jakob Fuglsang, Patrick Pilz
1 Ac: Lina Jakobi

Great Ambition – Great Potential

“I have been keeping an eye on isolés for the past six months,” he said. “They have proven that cycling clothes do not have to be screaming colours and advertising logos. The team behind the brand has great ambitions, and that motivates me a lot. I think the potential for isolés is huge.”

Fuglsang added that he felt a connection with the isolés mantra that the enjoyment of cycling begins with the individual: “Although cycling is a team sport, the feeling one achieves in the saddle is completely personal, and something you seek both for training and racing. This is something isolés have built into their brand philosophy.”

“We have set a plan for how I can take more responsibility in the development of the brand in the future. I am sure I can help create even more technical collections and refine the products,” he said. “However right now, my absolute focus is on reaching the podium in Paris.”

Henrik Dahl Rubak, founder and director of isolés, said he was delighted to welcome Fuglsang on board:

“We are incredibly proud that Jakob will be part of isolés. We are confident that his experience and perfectionism will help us develop even better collections in the future. Jakob has proven that he is Denmark’s best cyclist, and the knowledge he possesses is unique. He has a clear connection with both the style and function of our products and already he has made a significant impression on a number of products that will soon come onto the market,”

Henrik Dahl Rubak added that he viewed competition from other brands as a positive sign of a healthy market, rather than cause for concern.

“We are in a market with strong growth, especially in Europe. In the sports world as well as in the business world, the competition is motivating and helps to keep one in shape. Now we have to show that isolés can achieve great things, ” he added.

See Case: isolés Brand Identity