Škoda x Warner Bros. Discovery
The Momentum Series
SCOTT Sports x Biniam Girmay
From first to The First
A champion who has already made history.
A bike built for what comes next.
Together, SCOTT Sports and Biniam Girmay turn ambition into motion.
A bike built for what comes next.
Together, SCOTT Sports and Biniam Girmay turn ambition into motion.
Context
Some riders are signed by brands once they reach the top. Others are supported long before the world starts watching. Biniam Girmay belongs to the latter. SCOTT first crossed paths with him early in his career, before he became one of the leading figures in world cycling. In 2024, he reached a new level: three stage wins at the Tour de France and the green jersey. In 2026, SCOTT Sports and Biniam Girmay marked their reunion with the launch of a new road bike engineered for the demands of elite-level performance. Designed for those who don't just want to anticipate the next challenge, but be fully prepared to seize it when the moment comes. The challenge was twofold: to go beyond a simple sports partnership announcement and turn the launch of this bike into a tangible expression of a mindset.
Problem statement
How could Biniam Girmay's return to SCOTT Sports become more than a sponsorship announcement and embody the mindset of elite cyclists?
Our Idea
Being first means crossing the finish line ahead of everyone else. Being The First means setting a new benchmark to surpass. This is the ambition shared by Biniam Girmay and SCOTT Sports: never settling for what has already been achieved, but constantly pushing towards what is still possible. A shared vision of performance, where neither the rider nor the brand simply follows the road ahead. They aim to lead the way.
The campaign
Creations
Set against the dramatic volcanic landscapes of Tenerife, the film follows Biniam Girmay on a cycling journey where the finish line is only the beginning of the story.
Narrated by Girmay himself, the film reveals everything that comes before victory: mental strength, determination, precision, the drive to push beyond one's limits, but also the bike itself. The one that responds to every acceleration, turns intention into motion and gives the rider the confidence to push further.
Rather than being showcased as a mere piece of high-performance equipment, the new SCOTT road bike reveals its true potential in action, serving this ambition. Its speed, control and efficiency come to life through the connection between rider, machine and road.
More than a partnership, the film tells the story of a shared belief: not simply following the road to victory, but being The First to make history.
Narrated by Girmay himself, the film reveals everything that comes before victory: mental strength, determination, precision, the drive to push beyond one's limits, but also the bike itself. The one that responds to every acceleration, turns intention into motion and gives the rider the confidence to push further.
Rather than being showcased as a mere piece of high-performance equipment, the new SCOTT road bike reveals its true potential in action, serving this ambition. Its speed, control and efficiency come to life through the connection between rider, machine and road.
More than a partnership, the film tells the story of a shared belief: not simply following the road to victory, but being The First to make history.
Results
The campaign rolled out across Europe during the 2026 Tour de France, with a 30-second film airing on Eurosport and TNT Sports throughout the competition. An extended version of over 60 seconds brought the manifesto to social media, giving Biniam Girmay's voice the space to tell the full story.
- Over 83M TV impressions
- Over 11M unique viewers
- 31% above media forecasts
- Record-breaking audiences, with historic performances across France, Spain, the Netherlands, the United Kingdom, Denmark and Germany.
- Over 83M TV impressions
- Over 11M unique viewers
- 31% above media forecasts
- Record-breaking audiences, with historic performances across France, Spain, the Netherlands, the United Kingdom, Denmark and Germany.
More projects
Domaines Ott*
Savor the colors of time
