Urban represents Shimano fastest growing category, showcasing the products that are aimed at slotting into the lifestyles of everyday people. With a focus on e-bikes, Shimano aim to position city bikes, trekking bikes and cargo bikes as tool for our urban and suburban environments.

For two years, Fusion have defined the content strategy for Shimano’s urban category. Working closely with Shimano’s content and marketing team, we outlined 12 months of content at a time, aiming to normalise the e-bike and showcase the many varieties and benefits. During this period we’ve planned and produced video content, photographic content, animations and written copy for blogs, email marketing and newsletters working with class-leading creatives to define Shimano’s voice for urban.