There’s that one moment on a bike that really needs no words: the first lap in the bike park with the crew, the climb that suddenly feels easy, the glance back at the trail you just rode down. Anyone who’s ever ridden a bike knows a moment like this. That’s exactly what the new Bixs campaign “I know that feeling.” is all about: to make these feelings visible and share them with one another, so that from many individual experiences, an understanding emerges of what biking really means—a shift in mindset, away from performance and numbers, toward the feeling itself.
This insight isn’t a coincidence; it’s an expression of what Bixs stands for as a brand: “Recharge your mind.”—the idea that biking isn’t just a sport, but a way to clear your head and recharge your energy. Instead of grand promises, the campaign focuses on precisely these small, relatable moments.
Redefining the meaning of cycling
At its core, “Bixs – I know it.” aims to be more than just a campaign: it seeks to redefine the way people talk about cycling. Away from performance, KOMs, and the next record—toward what actually remains when you get off your bike. Bixs thus consciously creates space for these feelings to be shared—not as an afterthought, but as the very essence of the experience. The idea: If enough people make their “I know that.” moments visible, a slogan will become a shared understanding of what cycling is really all about.
More than a campaign: a network of real people
“Bixs – I know that.” isn’t just on posters and in social media ads. The campaign is closely linked to the brand’s new ambassador concept, which Bixs is currently developing for its expansion into Germany, Austria, and France. The so-called “Mindsetters,” derived from the tagline “Recharge your mind.” —ranging from global icons to local community voices—are the ones who authentically convey these moments. Not as paid testimonials with rehearsed lines, but as people who know firsthand what that first mud-free ride in the spring feels like.
At the same time, “I know that feeling.” is explicitly aimed at the broader community: Bixs doesn’t just want to watch from the sidelines, but actively encourage people to share their own, very personal moments. Because while influencers drive the campaign, it’s ultimately the many small “I know that” moments from the community that give it its credibility. Everyone who rides a bike has their own stories—and it’s precisely this diversity that should be highlighted. Getting involved is incredibly easy: post your own moment on Instagram, add #bixskennich, and tag @ridebixs.
Wherever Bixs is
Instead of limiting itself to a single campaign, “Kenn ich.” is conceived as an overarching principle that will appear at all of the brand’s touchpoints in the future. On social media as a recurring format where authentic moments—from influencers as well as the community—are collected and shared. At the point of sale, where retailers can adopt the campaign’s language to strike up a conversation with customers. At events, on product pages, and in both internal and external communications. Always with the same attitude: It’s not about selling a bike, but about naming a feeling that’s been there all along.
Over time, “I know that.” is meant to become not just a single slogan, but a reflex: a phrase that automatically pops into your head the moment you experience such a moment yourself—whether on your own Bixs or not.
The Bottom Line
“I know that feeling.” works because it doesn’t try to invent something new, but rather makes the familiar visible and gives it a permanent place—both in the brand’s communications and in the community’s everyday life. Bixs turns this into an attitude, a network of real voices, and, bit by bit, a pervasive feeling.
