Pentland Brands newest portfolio addition, Endura, has launched a new video campaign to encourage people around the globe to ditch their cars and ride to work. Highlighting the health and environmental benefits, as well as time and money savings, the brand aims to spread the message far and wide to get more people onto their bikes.

The video highlights that in London alone, roughly 4 million people commute to work. With the average traffic speed well below 16 miles per hour, commuters spend up to 1.5 hours on their quest to get to work, however, Endura believes there’s a different way.

Around 80,000 Londoners currently choose to beat the rush by using their bike, and thereby choose to be faster, fitter, smarter and healthier. The message of Endura’s new campaign is clear: Choose Life, Choose Bike.

We spoke to Pamela Barclay, Co-Founder and Director at Endura, to find out more.

What was the initial idea?

“We’ve served the commuter market for 25 years, but it’s been industrial high visibility product that’s about safety as opposed to contemporary lifestyle”, said Pam.

“We did an innovation sprint with the Pentland Brands team around capitalising on the lifestyle trend moving from driving or public transport to cycling to work. The size of the market is colossal, the majority of these people will wear a helmet, but they aren’t buying into the apparel.

“It highlighted that there wasn’t a market for a head to toe cycling outfit, as people still want to wear their every-day clothing into the office, but there is room for five essentials: helmet, gloves, waterproof jacket, trousers and a good lock for your bike.”

What does the future look like?

 “Our long-term vision is that our products fit more comfortably with every day clothing and urban life, facilitating people to use a bike as transport in their everyday lives. We want people to have the performance wear without compromising on their style,” said Pam.

“Ultimately we want to allow people to retain their style but provide the cycling essentials that fit with their look.”

What excites you most about this new campaign?

“It’s so exciting, reminding ourselves that we work in a sport that is bucking the trend in terms of how unhealthy and inactive a nation we are. This is such a logical choice, where people can improve their physical and mental health and wellbeing, and it’s great to be part of that.”

Watch the campaign launch video here.