You can’t outrace diabetes.

How do you help the world’s first pro-cycling team with type 1 diabetes, Team Novo Nordisk, connect with a larger type 1 community who weren’t interested in cycling?

By using the most universal experience for everyone with type 1 diabetes: the constant, often intrusive beep of their glucose monitor. Not as a limitation notification but a reminder that you can’t outrace diabetes. But you can own it.

To futher connect with the people on the team, we created an honest look behind the facade of their newest rider. His story and struggle was told as a personal play-by-play experience of being diagnosed, to show the vulnable human and not just the dedicatede athlete.

As part of the larger stategic work we did with the team, we created distinct tracks within their communications for socials that could host more personal connections to the team and could scale depending on the audience and type of story they wanted to tell.