CADEX is the premium brand for professional high-performance athletes and their nerdy counterparts. Components and frames enable performances that are hardly comprehensible for the normal mind. Our campaign idea visualizes exactly this break in perception. With a futuristic visuality that suspends physical laws.

Bike racing

As a top athlete who consistently overcomes his own limits, Tony Martin is the perfect partner for the new CADEX campaign.

High performance advertising
for a high performance brand.

In order to reach customers and dealers alike, the campaign was rolled out through a broad package of measures, which were subsequently targeted in the media. Print and digital campaigns in trade media were flanked by a competition for the Tour de France. An exhibition stand at the leading Eurobike trade show and a brochure were targeted precisely at the special needs of dealers.