Pedal Prix Racing

Pedal Prix is a type of human-powered racing where riders lay flat inside purpose-built aerodynamic capsules and compete on racing circuits. It’s niche – but its community is vibrant, passionate and booming.

Born in South Australia in 1985 the brand has largely remained untouched despite the field of racing teams growing from 12 in 1985 to more than 300 in 2024 across school-aged and professional teams. To embrace the new opportunities arising from new growth in competition, The Australian HPV Super Series (AHPVSS) knew the brand needed modernising.

We started with extensive research with current/past participants, volunteers and spectators to identify the key intangibles of the brand and more emotive aspects that could be leveraged.

The findings were clear – it was time for Pedal Prix to embrace that it’s not just a niche community sport anymore. It is a sport with a strong, vibrant community. Embracing the sportier aspects was vital for younger audience appeal while reflecting the enduring skills, knowledge and friendships made was fundamental for 30-60+ year old participants.

With a refined brand architecture Pedal Prix Racing (PPR) was born.

Races finish. Series end. Champions are crowned. But Pedal Prix Never Stops.