Cycling helps people overcome issues in their life. To demonstrate this point, Orbea sponsored Team Novo Nordisk, an all-diabetes professional cycling team. By showcasing that members of the team have to overcome diabetes across a grueling pro tour calendar, Orbea was able to connect with enthusiasts in a unique, relevant way. We developed communications that celebrated the team, acknowledged their challenges and provocatively asked people what they ride to overcome. Resulting content was inspirational, sharable and helped Orbea stand out in a crowded, somewhat generic field of bike marketers sponsoring traditional teams.