Neither summer nor winter: Gobik unveils a new global strategy with INTERLUDE

Gobik wants to change the way it organizes and presents its collections. The Spanish cycling clothing brand has just launched INTERLUDE, a proposal that leaves behind the strict division between spring/summer and autumn/winter collections to adopt a more flexible model and, above all, one that is more adapted to a market that has long stopped functioning under a single calendar.

Gobik presents INTERLUDE and breaks with the traditional calendar of cycling collections

The change makes a lot of sense for a brand that sells on an international scale. While in one part of the world cyclists are facing winter, in another they are in the middle of the hot season, and the equipment needs can be completely different. With INTERLUDE, Gobik begins to detach its launches from those seasonal boundaries.

The main novelty lies precisely in the strategy behind it. Until now, the cycling clothing industry, as is the case in much of the textile sector, has traditionally structured its novelties around the spring/summer and autumn/winter seasons.

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Gobik believes that this model fits less and less with a global cycling community. The conditions for cycling depend on the weather and geographical location, but also on the type of cycling and the particular needs of each user. That’s why the company wants its upcoming launches to have greater independence from the calendar.

INTERLUDE is born as the first visible step of that new strategy.

The very name helps to understand the concept. An "interlude" is something that is situated between two acts and serves as a transition between them. Gobik translates that idea to its collections to create launches that can connect different moments of the year without necessarily belonging to a specific season.

The company defines this approach as a way to respond more quickly to the needs of its customers and to what its community demands, both in the B2C market and in its B2B business.

This does not mean that weather conditions stop being important when designing a cycling garment. What changes is the timing and logic with which Gobik wants to present its products, avoiding the necessity for everything to fit within the two traditional fashion windows.

From Indonesia to Germany to explain the same idea

Gobik has accompanied this change with a campaign that seeks to represent precisely that diversity of conditions in which cycling is currently practiced. To do this, it has chosen two practically opposite scenarios.

Part of INTERLUDE has been photographed in Lombok and Jakarta, Indonesia, with a tropical environment and an aesthetic marked by the climate and culture of Southeast Asia. The other takes cyclists to Düsseldorf, Germany, where urban spaces and contemporary European architecture prevail.

The contrast is intentional. Gobik uses two places with very different geographies, temperatures, and cultures to reinforce the idea on which INTERLUDE is built. The context changes, but cycling remains the common element.

It is also a way to visualize the growing international character of the Spanish company. Instead of developing its communication around a single season and then transferring it to the rest of the markets, the intention is to consider from the beginning the different realities in which cyclists use its garments.

A new stage for Gobik

INTERLUDE thus arrives as something more than an aesthetic renewal. For Gobik, it represents a change in its product and communication strategy, with launches less conditioned by traditional dates and greater capacity to adapt to different markets.

The company, which uses the concept "Nonconformist" as one of the elements of its brand identity, now wants to transfer that philosophy to the way it manages the life cycle and presentation of its products.

The result will be a catalog that can evolve in a less rigid way throughout the year, introducing novelties when the brand considers they respond to a specific need and not just because it is time to present the next seasonal collection.

The Gobik INTERLUDE collection is already available from this Monday, September 7, both through the company's digital channels and in its international distribution network.