Lidl-Trek Launched Global Cycling Campaign
The Lidl-Trek team partnered with a creative agency to announce new rider signings via viral-style inflatable food visuals.
Updated on Oct. 5, 2026 in Cycling
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The Lidl-Trek cycling team has collaborated with the Manchester agency adam+gary to reveal new roster additions. The campaign utilizes fake out-of-home (FOOH) digital visuals to display giant inflatable food items at famous landmarks.
Why it matters
The creative partnership serves to generate social media buzz for the team's men's and women's squads during roster updates. By utilizing digital-first marketing, the team aims to capture attention across diverse international markets.
The team participates in 250 race days annually, which is the baseline for its global professional cycling schedule. The exact number of total riders to be featured in the FOOH campaign series remains undisclosed.
The players
Lidl-Trek
This is a professional cycling team that competes in major international road races.
adam+gary
Based in Manchester, this creative agency specializes in producing VFX and digital marketing content.
Jordan Jegat
He is a professional cyclist who was recently announced as a new team signing.
Julia Kopecký
She is a professional cyclist who joined the roster as part of the team's recent updates.
Georg Zimmermann
He is a professional athlete who is among the new riders highlighted in the campaign.
The details
The agency adam+gary handled the creative, VFX, and post-production for the visuals, which feature giant food items like croissants and waffles. The videos were released in countries including France, Germany, Cuba, and New Zealand to spotlight new riders Jordan Jegat, Julia Kopecký, and Georg Zimmermann.
Timeline
The campaign rolled out across social media channels throughout recent weeks.
Season Trajectory
This campaign signals a shift in how cycling teams promote rider signings by utilizing digital-first viral tactics rather than traditional press releases. It positions Lidl-Trek to maintain high social engagement throughout their dense annual schedule of 250 race days.
Fans can track the team's updated roster performance across their 250 annual race days to see if the new signings impact the team's overall standings. The use of global locations in the campaign indicates a commitment to expanding the team's international brand footprint.
The takeaway
Creative marketing campaigns using VFX can reach a global audience without the logistical constraints of physical event installations. Fans should look for these digital clips on team social media accounts to stay informed on roster updates.
Further reading
Learn more about the latest news in the sport by visiting our Cycling section.
Source note: This article includes information reported by Prolific North.
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