The SRAM Urban division became a stronger focus of the American company’s growth strategy in the context of the growing ecological consciousness around the world and transformations in urban mobility. As a brand for innovative cycling components, it was necessary to find a market positioning that would communicate SRAM’s competencies for urban mobility in a credible, targeted way. The product range, sales and brands were analyzed to create the positioning concept and overarching idea for SRAM Urban. The main idea of »Smart Simplicity« serves as the positioning as well as the brand promise. SRAM communicates a clear brand statement to manufacturers and especially bicycle retailers, with customer advice that provides added value to urban cyclists. KMS TEAM also developed briefs for implementation partners and approaches to introduce the urban strategy as part of an extensive strategic program to systematically work with the market.