Case Study: FOX claims the e-mountain bike suspension category with Parliament

FOX launches e-mtb suspension with Parliament, backed by 48 years of expertise

The customer, FOX, a leading manufacturer of high-performance suspension systems, faced the challenge of launching and establishing a first-to-market product: a new category of suspension for e-mountain bikes. To successfully claim this emerging category, they needed to leverage their decades of expertise to connect with a new type of rider. FOX partnered with the vendor, Parliament, which provided services including campaign concepting, messaging, and visual language.

Parliament developed the "Built Different" campaign, which was rooted in deep insights into the e-mountain bike community. The solution strategically highlighted FOX's 50-year history of leadership to position them as the master of this new suspension category. Parliament executed this concept across a wide range of media. The vendor's work successfully communicated the product's unique value, achieving results like 152 clicks on an innovative banner ad and strengthening FOX's position as a category leader.

FOX