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Faced with increasing competition from the big three bicycle manufacturers, as well as smaller brands that were making significant marketing investments in the sport’s biggest events such as the Tour de France, Felt Bicycles was losing critical market share in a highly competitive industry with notoriously thin margins. DVA was brought along for the ride to brand their line of high-end road bikes, and to put Felt Bicycles back on the podium. Unlike their competitors, which all focused on messaging around technology and the individual components of the bicycles themselves, DVA’s “Blur” campaign took an approach unseen in the industry by focusing on the end result: pure speed. The campaign broke new ground in the industry, and was so successful that Felt tapped DVA to craft the campaign for the launch of their industry-changing, full-suspension line of Equilink mountain bikes.