For the first time in its history, Cowboy is set to expand its line by introducing a new model: the Cowboy Cruiser, establishing a complete range alongside its original model, the Cowboy Classic. The Cruiser targets urban riders seeking a more relaxed, comfortable riding experience rather than a sporty one. This transformation lies in the Cruiser’s design: a wider saddle, curved handlebars, and an upright riding posture, all of which redefine the sensation of riding a Cowboy bike.

To introduce the Cowboy Cruiser, we started from the consumer’s perspective, focusing on the unique feeling of riding the Cruiser compared to the Classic. This emotional, physical contrast between the two models—an upright, relaxed Cruiser versus the sporty stance of the Classic—became the heart of the launch strategy.

We translated the distinct riding sensations of the Cruiser and the Classic into a visually compelling social film. By showcasing the Cruiser’s relaxed posture against the Classic’s more active one, the film emphasizes the Cruiser’s unique positioning and invites riders to experience a new way to navigate the city.

The launch film effectively highlighted Cowboy’s new, more versatile range, allowing potential riders to envision the Cruiser’s distinct comfort. This expansion reaffirms Cowboy’s commitment to delivering tailored urban riding experiences and broadens the brand’s appeal to a wider audience seeking different styles of city riding.