We tapped into the Mexican street cycling culture, partnering Modelo with LA’s premier urban cycling brand, Throne Cycles. The collaboration was supported with a marketing campaign that included social media, sweepstakes, retail partnerships and inclusion in Modelo summer prizing which delivered tens of millions of impressions, while user generated content further amplified engagement with the street cycling community. The 250 limited edition Modelo Negra bikes priced at $899 sold out in 48 hours and the 250 Modelo Especial bikes sold out in a week, making this 2-bike collection a top seller for Throne.