FURTHER, Muzcali

This episode of the Further series was years in the making as several years ago we had reached out to Gift looking to work with her and make her a UAG Ambassador. We sent product, seeding kits and had discussions but ultimately the budgets could not align. In the meantime we still considered her an inspiring figure in the cycling world, so we continued to send her products and in-turn she would use and show products often as a thank you. This was true relationship and community building and in the end it paid off for both sides. Fast-Forward 2 years and we finally made the episode happen, creating a piece in Thailand and adding her to the UAG Ambassador family. Good things take time and we’ve learned that sometimes planting the seed and slowly nurturing it is the best strategy for brands of all sizes. Real connection takes time but it also helps build real community and growth.