Vancouver, BC (August 21, 2007) Due to the success of the “Ride for Real” campaign that Subplot Design created for Ryders Eyewear in 2006, an updated campaign has launched for the 2007-2008 season at the Outdoor Retailer Summer Market Tradeshow in Salt Lake City, Utah last week.


The 2007-2008 campaign is part of a multi-media approach that will feature specialty magazine advertising, POS displays, promotions and the website. All campaign photography is by Waldy Martens.


“This campaign is a big departure in the sports eyewear category, where generic lifestyle images, photos of ‘cool guys doing cool jumps’, and scratchy extreme type are the norm”, says lead designer and Subplot Principal, Matthew Clark. “Ryders has been able to take this campaign over the past year and differentiate themselves from their competition, feature their product front and centre, and say something unique about their brand.”


“What pro riders and weekend warriors alike have connected with is how Ryders clearly ‘gets’ who they are, and understands how their passion for riding is matched by the eyewear that Ryders makes. In the end, these guys and girls will go to any length to pursue the sports they love.”


The three new images for 2007-2008 feature three very well-known athletes within their respective spheres:


Jay Hoots (Grass) is an internationally-renowned freestyle rider whose outgoing personality matches his daredevil riding on just about any surface.


Jen Seger (Blood) is an adventure racer who competed in the grueling 7-day Marathon Des Sables across the Sahara Desert and the 10-day Eco-Primal Quest in Utah.


Shaums March (Dust) is a champion downhill racer who recently was the fastest North American at the Masters World Downhill Championships.


“Subplot has given us a campaign which speaks volumes about who we are, and has managed to work some very strategic requirements for endorsed riders and product shots into a very powerful and unique campaign”, adds Kevin Greenwood, Marketing Manager at Bugaboos Eyewear, Ryders’ parent company. “‘Ride for Real’ may change in how it looks over time, but it will definitely be with us for a number of years because of how well it expresses our brand.”


The campaign will also be launched the industry’s largest tradeshow, Interbike 2007 in Las Vegas from September 25 – 26, 2007.


About Ryders Eyewear

Ryders Eyewear, based in adrenaline sport mecca North Vancouver, British Columbia, puts their backyard to good use testing the endurance and performance attributes of their eyewear products. Ryders is the leader in the new price point eyewear category, providing quality performance eyewear at an amazing value in the biking, wintersports, motorsports and lifestyle categories.


About Subplot Design Inc.

Subplot Design Inc. is a leading brand design firm with international experience in creating category-defining corporate and consumer brands. We specialize in powerful ideas that build intelligent, relevant, stand-out brands and communications in what has become an increasingly competitive marketplace. From our Vancouver, BC owned and operated offices, we do this with breakthrough creative brand design including Logomarks + Identity, Brand Packaging, Product Design, Print Communications, Annual Reports, and Retail Identities + Environments.