Gobik's 'Chase Down' film, created by Utopicum in Spain in September 2025, launches Team Store by reframing cycling's chase metaphor as a solution to off-bike
ARCHIVEGobik Turns Cycling's Chase Metaphor Into a Platform Launch
"Chase Down" is a one-minute film created by Spanish agency Utopicum for Gobik, published in Spain on September 22, 2025, that uses competitive cycling's defining act of selfless pursuit to introduce Team Store — a new personalized ordering platform inside Gobik Custom Works designed to eliminate the administrative friction of managing team apparel orders.
Gobik anchors the entire campaign in a single sport-native truth: chasing on the bike is noble; chasing teammates off it for order information is not. The film opens on that contrast, moving fluidly between the physical world of riders bridging gaps and the operational reality of team managers coordinating kit. The creative argument is precise — the selflessness that defines a cycling chase deserves a logistics platform worthy of it. Team Store is positioned as that platform, described as fast, intuitive, and personalized, with features including individual or group payment options, personalized garment selection, and AI-supported size recommendations, as detailed on gobik.com.
The campaign targets the competitive cycling-apparel segment in Spain, a market where Gobik has operated since its founding in 2010, according to gobik.com, originally serving a Yecla cycling club that needed coordinated kit. Custom Works — Gobik's customization arm — reflects what the brand describes as customization being part of its original DNA rather than a recent product extension, per gobik.com. "Chase Down" therefore functions simultaneously as a brand film and a product-launch announcement, directing viewers to gobik.com and supporting the broader Gobik Custom Works ecosystem. The campaign carries a Clapboard Score of 63 out of 100.
ARCHIVEGobik identifies a gap that larger sportswear rivals have not addressed at the team-customization level. The strategic premise of "Chase Down" is that the cycling-apparel category, particularly in Spain, has matured to a point where performance gear alone is no longer a sufficient differentiator — operational convenience for team managers is the next competitive frontier.
The European cycling-apparel market represented approximately 32 percent of the global segment in 2025, according to Fortune Business Insights and kenresearch.com, reflecting the continent's deep cycling culture and creating a meaningful commercial opportunity for a Spain-based specialist. The global cycling-apparel market itself stood at approximately USD 2.28 billion in 2025, growing at a compound annual rate of around 6 percent through to 2034, per kenresearch.com — a trajectory that rewards brands capable of deepening customer relationships beyond the transaction. In the wider sportswear landscape, Nike reported USD 46.3 billion in fiscal-2025 revenue, according to Mordor Intelligence, and adidas reported EUR 24.8 billion in 2025 revenue, as reported by mordorintelligence.com — two global incumbents whose scale makes customization-at-team-level structurally difficult to execute with the speed and personalization that Gobik's Team Store promises.
The strategic planning for "Chase Down" was led by Francisco Cánovas at Utopicum, per elpublicista.es. The insight Cánovas and the Utopicum team identified is that competitive cyclists understand and accept the physical cost of a chase; what they resist is the invisible administrative burden of coordinating orders across a team. By naming that burden and resolving it through a product, the campaign transforms a logistics announcement into an act of brand empathy — positioning Gobik not merely as a cycling-apparel supplier but as an operational partner to teams across Spain and beyond.
Utopicum constructs "Chase Down" around a single extended metaphor executed with the discipline that cycling itself demands. The film's creative directors, Pau López and Víctor Izquierdo, as credited by elpublicista.es, built the narrative on visual and tonal contrast: the beauty and sacrifice of the on-bike chase set against the mundane frustration of chasing teammates through messages and spreadsheets. That contrast does not resolve through dialogue but through the arrival of a product — Team Store — presented as the logical end of the chase.
Art direction was handled by Santi Montoya and Willy Villanueva, with social creative by Claudia Defez and copy by Almu Gómez, all per elpublicista.es. Graphic design was led by Manuel Pulido. The film was produced by production company Montaña, with production direction by Álvaro Lago, as credited by elpublicista.es. Account management across the project was handled by Rebeca Ferre at Utopicum. The combined credits reflect a fully integrated in-house-and-agency model in which strategic, creative, and production disciplines worked in close alignment — a structural choice consistent with the campaign's own argument about streamlined team coordination.
The production leans into the visual grammar of professional cycling: the aerodynamic geometry of riders in kit, the texture of road surfaces, the physical language of effort and recovery. These are not incidental aesthetic choices. They serve to anchor the platform message inside a world that Gobik's core audience — competitive cyclists and team managers in Spain — recognizes and respects. By grounding a B2B-adjacent product launch in the emotional vocabulary of sport, Utopicum ensures that Team Store enters the conversation not as software but as a piece of cycling culture.
"Chase Down" accumulated 167,605 views across its primary distribution channel following its September 2025 launch in Spain. The film received 15 likes and 2 comments within the documented archive period, as recorded by clapboard.com. While engagement ratios in isolation are modest, the view count for a brand film promoting a B2B-adjacent ordering platform within a specialist cycling-apparel segment is structurally notable — it indicates genuine reach into the sport's enthusiast and professional audience rather than broad-media scatter.
Trade press in Spain covered the campaign on September 23, 2025, one day after its launch, according to elpublicista.es and Palco23 Mundodeportivo — a response speed that reflects the campaign's dual relevance to both advertising and sports industry audiences. No independent third-party performance metrics beyond view and engagement counts are publicly available for "Chase Down" at the time of writing.
What the film's construction does demonstrate is category intelligence. By leading with an emotional cycling narrative before introducing the product, Utopicum reduces the cognitive resistance that typically accompanies platform-launch communications in the sportswear sector. The campaign's Clapboard Score of 63 out of 100 reflects competent execution and a well-defined strategic premise, with scope to strengthen the emotional resolution and deepen the product demonstration without disrupting the film's sport-native tone. For a Spain-based cycling-apparel brand entering the team-management software space, the decision to invest in film over product demo content is a calculated long-term positioning move rather than a short-term conversion play.
"Chase Down" is a one-minute film by Utopicum for Gobik, published in Spain in September 2025. It uses cycling's chase metaphor to introduce Team Store, a personalized ordering platform inside Gobik Custom Works designed to simplify team-apparel coordination. The campaign launched on September 22, 2025, as documented on gobik.com.
Utopicum created "Chase Down" for Gobik. The Spain-based agency led strategy through Francisco Cánovas, creative direction through Pau López and Víctor Izquierdo, and production through company Montaña, all per elpublicista.es. The campaign was published in September 2025 and covered by Spanish trade press within one day of launch.
Gobik Team Store is a digital ordering platform within Custom Works that launched on September 22, 2025, per gobik.com. It allows cycling teams to manage personalized garment orders with individual or group payment and AI-supported size recommendations. It addresses the administrative burden that competitive cyclists and team managers face when coordinating kit outside of training.
"Chase Down" recorded 167,605 views on its primary platform after launching in Spain in September 2025, as documented by clapboard.com. The film received trade press coverage in Spain within one day of publication, per elpublicista.es and palco23.mundodeportivo.com. No further independent performance metrics are publicly available at the time of writing.
Gobik targets the custom team-cycling segment where Nike, reporting USD 46.3 billion in fiscal-2025 revenue per mordorintelligence.com, and adidas lack the specialist agility to offer personalized team ordering. Gobik's Custom Works and Team Store address that gap directly, according to gobik.com, reflecting a customization-first brand DNA that dates to its 2010 founding in Spain.
The Gobik "Chase Down" campaign holds a Clapboard Score of 63 out of 100. The score reflects a well-defined strategic premise and competent production craft from Utopicum, while indicating room to strengthen the emotional resolution and deepen the product narrative within the sport-native creative framework the film establishes.
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