Razor, the foremost trailblazer and innovator in the scooter industry, has launched their first ever brand campaign: Razor…Ride with Us. The new branding, which was architected in partnership with brand agency space.camp, will be seen for the first time by fans through a multifaceted campaign featuring a brand anthem spot, social and in-person activations, a new logo, and various promotions. The new tagline and branding was inspired by the phenomenon Razor witnessed during the height of the Pandemic. Their ride-ons for both kids and adults were flying off shelves, with friends, families, and the wider community using their scooters, dirt bikes, crazy carts and other lines as a way to have fun riding outside together.
Jim Wagner, President at Razor said, “During the toughest part of the quarantine, being able to ride with others was a respite from isolation. We started to see this on social media and hear this from our fans. That’s when we started to have the first thoughts around what would become Razor…Ride with Us. For many, Razor is not only a beloved brand, but also a way for riders to spend time with each other.”
On the first day of summer, Razor is introducing the new Razor…Ride with Us music video. The music video features motocross stars Jeremy McGrath, who has his own namesake line with Razor, and Robbie Maddison, along with popular YouTube influencer Stephen Sharer. The spot is rolling out in theaters in New York and Los Angeles and Razor will also debut it online across its channels and the social media of its partners. In addition, as part of their strategy, they will be making selective “cuts” of the video that will speak to specific “communities” of riders who love to surf, scoot, drift, and ride.
Beyond the Razor…Ride with Us spot, Razor is also introducing a new logo featuring the Razor…Ride with Us branding, which will be found on their packaging and in various promotions. With the logo, they are also creating stickers that Razor fans can place on the bumpers of their vehicles and other ride-ons that truly echo they are part of a Razor community, an inclusive group of riders that feel the joy of moving forward. The team will be introducing influencer-led activations both on social media and with in-person events. The first social activations rolling out this week will feature giveaways of product autographed by Jeremy McGrath and Robbie Maddison and promoted across their social channels, as well as by influencers Stephen Sharer and Taxi Garage. Social media hashtags #RazorRideWithUs and #RRWU will be utilized on social media throughout the campaign.
To check out the new Razor…Ride with Us, created by Razor’s brand agency Initial Friends, with new brand anthem created by musician Via CJ, click here.