Evoke built Ride For Unity from the ground up — developing the brand architecture, social media channels, event ecosystem, sponsorship platform, merchandise, rider kit, campaign collateral and community hub model that transformed a single cycling event into a global charity movement.
Across its 2024–25 activity, Ride For Unity has achieved an estimated 658.5M total combined reach, supported by PR, media, social, events and partnerships.
The Mandate
Ride For Unity began with a powerful idea: use cycling, sport and shared experience to reconnect people in a fragmented world.
Evoke’s role went far beyond event marketing. We developed the complete brand and charity infrastructure needed to take Ride For Unity from concept to movement. That included the brand narrative, messaging, visual identity, social media channels, event structure, campaign strategy, sponsorship packages, merchandise, rider uniforms, partner decks, content ecosystem, PR activity, event materials and communications between events.
The work also required shaping the charity’s evolution over time. Ride For Unity was not built around one ride. It was built as a platform that could move from 7 Days / 7 Emirates to Road to Resilience to Rwanda: Ride to Reconnection, with each event deepening the mission and expanding the movement’s reach.
The Challenge
The challenge was to build a charity brand with momentum.
Many event-led initiatives peak during the event itself and then lose relevance. Ride For Unity needed to work differently. The brand had to live between events, continue attracting sponsors, grow its community, build credibility with partners and create a clear pathway from awareness to direct community impact.
The communications also had to explain a big idea in a simple way: that sport can be used as a catalyst for trust, connection, social accountability, leadership and community transformation.
That meant creating a brand architecture strong enough to support multiple events, multiple countries, multiple audiences and a long-term vision for community hubs.
The Strategy
Evoke positioned Ride For Unity as a movement for reconnection.
The mission was developed around restoring trust and open communication through the unifying power of sport, with events acting as catalysts for community activation. The brand’s core pillars became connection, trust, community and social accountability, transformation and peaceful, progressive societies.
From there, Evoke developed a scalable model: use high-visibility cycling events to inspire attention, then convert that attention into practical community programmes through RFU Hubs.
The hub model became central to the charity’s future. Each hub is designed to support mentorship, leadership development, youth sport, inclusive sport, environmental conservation, local charity support and community give-back programmes. The long-term ambition is to create hubs across six continents within five years, with a goal of reaching one billion people globally and directly impacting 10,000 people in each community during the first year of hub creation.
