As a consumer direct, online Clothing Company, Betabrand generally doesn’t invest marketing dollars into print advertising. In my efforts to promote the Bike to Work Collection line of commuter focused apparel, I was always seeking to create opportunities for Brand Collaboration in order to expand market reach and brand awareness.

A conversation with some of the marketing team at Accel North America at the Sea Otter Classic Bike Festival led to an ongoing conversation.

As we were regularly photographing images for the collection, a partnership was proposed: working in collaboration with the art director with the Torker Bikes Brand, my team and I would produce lifestyle photography that incorporated Torker Bikes to create a library of assets for both brands, then co-promote the brands in different channels, extending brand reach for both brands.