Cycling enthusiasts Simon Mottram and Luke Scheybeler were convinced that they could translate their passion for cycle racing into a powerful niche brand when they started Rapha in 2004. Not being a cyclist I was not aware of the UK born brand until recently, from that first moment of awareness I have admired the brilliance in branding that has been applied to the Rapha business. Upon exploring the brand it was not surprising to find that the two founders had previously been professionally employed creating brands for others. They get it (branding) in spades and they execute with flair.
