Lidl-Trek Adopted Viral Visuals for Rider Announcements
The professional cycling team now uses digital inflatable food animations to welcome new athletes to their roster.
Updated on Oct. 5, 2026 in Cycling
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The cycling team Lidl-Trek has partnered with the Manchester creative agency adam+gary to introduce new riders through fake out-of-home (FOOH) digital campaigns. This marketing effort features giant inflatable food items displayed at iconic global landmarks to announce recent athlete signings.
Why it matters
By blending high-profile geographic landmarks with creative digital effects, the team aims to build greater visibility for its men's and women's rosters. This strategy transforms standard athlete announcements into viral social media moments that engage a broader digital audience.
The campaign represents an ongoing visual project utilized across six countries to support roster updates for the professional team. While the team manages a schedule of 250 race days annually, the specific impact of these digital visuals on long-term team engagement remains under review.
The players
Lidl-Trek
A professional cycling team that competes in men's and women's circuits worldwide.
adam+gary
A creative agency based in Manchester specializing in visual effects and digital campaign production.
Jordan Jegat
A professional cyclist who was recently announced as a new team rider.
Julia Kopecký
A professional cyclist recently signed to the team roster.
Georg Zimmermann
A professional cyclist featured as part of the team's athlete signing campaign.
The details
The agency uses CGI to overlay giant inflatable food items, such as a croissant in Paris or a waffle in Brussels, onto real-world footage. These FOOH visuals provide a consistent, attention-grabbing video mechanic that highlights individual signings like Jordan Jegat, Julia Kopecký, and Georg Zimmermann. The production covers creative strategy, visual effects, and post-production to ensure the integration of the inflatable objects appears seamless within the landmark settings.
Timeline
The campaign rolled out across social channels in recent weeks.
Health Landscape
This campaign reflects the growing adoption of CGI-driven marketing tactics within professional sports to capture viewer attention in a saturated digital landscape. It marks a shift from traditional press-release roster announcements toward highly visual, location-based storytelling.
While these digital visuals serve as entertainment and team promotion, they highlight the high-visibility nature of modern professional cycling. Supporters interested in the physical demands of the sport can follow the team's progress across their 250-race annual schedule.
The takeaway
This campaign demonstrates how creative digital visual effects can modernize the way professional teams connect with their global fan base. Fans can monitor the team's official social channels to stay updated on future roster signings and upcoming race participation.
Further reading
Explore the latest developments in the sport by visiting our Cycling section.
Source note: This article includes information reported by Prolific North.
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