SRAM: Apex Product Launch

You know the old skinny shaved-legged lycra wearing confusing shifting, noisy chain, sketchy braking cycling? Apex gravel isn't that. Welcome to wear what you want, go where you want, shift with ease, things just work kind of adventures. On a bike. How fun is this?

Non-core riders buy a bike, not the tech. The challenge was to motivate them to buy a bike equipped with SRAM’s entry-level groupset, Apex. Simple to understand and easy to use, we positioned Apex as the way to keep the focus on what matters most – finding the fun.

Using language all riders would understand, I wrote product page web copy that distilled nerdy bike technology jargon into something the target audience would actually care about – rider benefits.