The Brooks x BabyLDN Bike Jumble represented a different approach to brand activation: rather than building a Brooks event from the ground up, we supported an existing community already shaping cycling culture in London. Bringing together vintage bikes, components, clothing and people from across the city’s cycling scene, the Jumble provided an opportunity for Brooks to participate in earnest in a culture closely connected to the brand’s own history. I helped establish the partnership, represented Brooks at the event, and developed the editorial story around it using the collaboration to strengthen the brand’s connection with the people and places where new cycling styles and ideas emerge.