You’re Not Hardcore Unless You’re Bicyclecore

From Repeller’s Edith Young: “At the intersection of necessary cultural adaptation and late summer style lies bicyclecore.”

For many, gearing up for a ride isn’t a revelatory element of getting dressed but then there’s apparently a whole other group emerging these days where bike-adjacent gadgetry and style is top of mind.

Bike sales surged this summer so it may not be a surprised that bike-adjacent categories are popping up. In June, bike sales grew 63% year-over-year, according to market research firm NPD Group. Sales of sports performance road bikes grew 87%, gravel bikes were up 144% and e-bikes jumped 190%.

And brands are starting to take notice too. Outdoor Voices recently collaborated with global cycle clothing brand Rapha. State Bicycle Co. released a Notorious B.I.G “Ready To Die” bike. Who do we think is jumping into the bike game next?

Why it’s hot:
Changing behavioral habits will no doubt give way to new opportunities. By default, we gravitate towards the digital transformations that are taking place but it’ll also be interesting to see the category-adjacent transformations that happen too.