The Ride On is Zwift’s bubbly thumbs up. A kudos when you see someone crushing it.
To champion diversity efforts, we created the Pride On: a symbol to commemorate Pride month.
Tweaking a well-known trademark and changing a digital product is tricky, but the game team loved the idea. Pride On became a giant activation drawing thousands of fans, and pissed off quite a few people!
Under the Pride On umbrella, Zwift has partnered with diversity-focused organizations, raised lots of $$$ and matched community donations, and still gives a platform for activists in the space to raise awareness.
