Gitane

Back in the lead

Goal

Gitane needed to regain a clear trajectory in a rapidly accelerating cycling market. The challenge: target each segment precisely, reposition the offering, and strengthen the brand’s value within the group portfolio—while avoiding internal cannibalization and boosting market share segment by segment.

Road to performance

We kicked off a strategic reset, combining Immersion active® to capture field signals and Market Mapping to identify opportunities. The work continued with a sharp definition of trends relevant to Gitane, a coherent visual identity, and graphic design crafted as a true look & feel of conquest. Each step was built as part of a global plan, with clear decisions to maximize impact without dilution.

Wins

→ A repositioned brand with a clear and inspiring direction.
→ A balanced product portfolio where each segment plays its role without overlap.
→ A stronger market presence, ready to accelerate share gains in a highly competitive sector.

Expertise handled in-house by the agency
. Market analysis and positioning . Visual identity creation . New range development based on mapping, naming, and logotypes . Frame graphic design . Catalog creation . Photo art direction . Forward-looking design