As the TOP3 domestic bicycle brand in China, XDC ushered in the brand upgrade and renewal in 2024, inviting Wu Lei to be the latest spokesman, and issuing a declaration of light cycling life in collaboration with CA, calling more friends to join the healthy and environmentally-friendly cycling life, riding out the attitude of 「ultra-light」 life, and lighting up the heart of easy, happy and simple good cycling together.

The most suitable spokesman for the brand spirit of XDS is undoubtedly Wu Lei, a high-quality young actor who is recognized by the public for his self-created cycling vlogs and cycling labels, CA digs deep into the positive feelings and emotional value of cycling. Based on the question of “What can cycling really bring to people?”, CA explores the positive feelings and emotional value of cycling, and develops a memorable and touching brand story through the TVC.

“Ultra-light” technology is the original technical power of XDS, and also the most genuine and core value behind cycling. It is a kind of “lightweight” sports, with a low threshold, high utility, and easy to get started, so that whoever and wherever can enjoy the fun of riding; at the same time, riding can also bring people a “light sense” of mood, so that riders can decompress physically and mentally, release themselves with sweat, and usher in a relaxed state; there is also a kind of “youthful” attitude of life behind cycling, and it's not just the young people who are cycling, but also the riders who have a young heart. It’s not young people love riding, but people who love riding all have a young heart. They are unrestrained and free, breaking the wind and just focusing on the rhythm and breathing of the moment.

Based on this, CA refined the brand attitude and TVC theme of “Ultra-light” for XDS, refusing to build up complexity and redundancy, letting people get easy and natural vitality and youthfulness at a glance, and writing the brand manifesto with a life-oriented and conversational attitude, which embraces Generation Z and also broadens the all-age user groups.