ULAC

The message behind this is that ULAC’s locks offer more than just functionality – they are also a way of expressing one’s own individuality. Driven by the guiding principle “A bike lock is not just a bike lock”, the brand positions itself as a lifestyle brand for urban cyclists. Accordingly, the advertising campaigns illustrate how the locks are used by trend-conscious young people in everyday life. This approach is reinforced by the Lonely Riders Cult, a cycling community set up by ULAC under its own logo and which invites cycling enthusiasts to exchange ideas.