Brands
BREITLING ANNOUNCES FIRST MISSION FOR ITS TRIATHLON SQUAD
The members of Breitling’s Triathlon Squad – Jan Frodeno, Chris “Macca” McCormack, and Daniela Ryf – are among the world’s most successful competitors in a famously demanding sport. Together with Breitling CEO Georges Kern, they will soon take part in a grueling endurance bicycle race in support of a South African charity that – fittingly – provides bicycles to people in communities with limited transportation options.
Breitling is proud to announce the first Triathlon Squad Mission (#squadonamission). The all-star squad, made up of triathlon superstars Jan Frodeno, Chris “Macca” McCormack, and Daniela Ryf, will participate in the Coronation Double Century bicycle race in Swellendam, South Africa, at the end of November 2018.
The triathletes will be joined by Swiss mountain biker, seven-time world champion, and multiple Olympic medalist Nino Schurter and Ironman champion and duathlon specialist Ronnie Schildknecht. In Swellendam, along with Breitling CEO Georges Kern and around 30 other Breitling cyclists, they will be raising money in support of a very worthy cause: Qhubeka.
Qhubeka is a South African charity that moves people forward with bicycles – improving their access to schools, health-care centers, and places of work. The name Qhubeka means, appropriately, “to move forward.” Bicycles are remarkable agents of change – they allow their riders to get to the places they need to go and do things that are difficult without transportation, such as fetching supplies, traveling to school or work, or providing emergency relief after a disaster. Qhubeka’s programs include learn-to-earn programs for schoolchildren and work-to-earn programs for adults.
Breitling CEO Georges Kern is proud of the initiative, saying, “We have so much respect for the work Qhubeka does. They donate bicycles to people whose lives are changed in meaningful ways. A bicycle can take someone to school or work or a clinic – these donations can be, literally, a matter of life or death, and we’re thrilled to be able to use our mission to support Qhubeka’s vision.”
Anthony Fitzhenry, the founder of Qhubeka, is also excited about Breitling’s support. He said, “We are delighted that Breitling has come on board as a bicycle donor to Qhubeka. We completely buy into Breitling’s #squadonamission, where teams are fueled by camaraderie and driven by purpose. Like Georges Kern and his Breitling team, we also believe that more is accomplished working together than alone. This is why we partner with the private, public, and civil sectors to boost our ranks as we distribute the bicycles. To date, we have distributed 90,000 bicycles to help people travel further and faster, and carry more.”
Breitling aims to generate enough funding at the Coronation Double Century to donate 500 bicycles to Qhubeka.
There are also some unique opportunities for those who want to help Breitling in its support of Qhubeka. Anyone interested in learning how to join the squad on its Coronation Double Century mission or wishing to purchase one of 77 limited-edition Breitling Colnago C64 bicycles can e-mail cycling@breitling.com for additional information. The profits from the sale of each bike will benefit Qhubeka. It is also possible for individuals or groups of friends to support Qhubeka by buying the exclusive Breitling Q36.5 cycling clothing and undertaking their own missions to raise awareness and financial support for Qhubeka and their incredible work. These cyclists are invited to share the details of their missions on Breitling’s Strava club page.
Breitling’s association with sport cycling can be traced back more than 60 years. From the early 1950s, the brand provided its timekeeping services to the most highly regarded competitions in the world, including the Giro d’Italia, the Milan–San Remo, the Tour de Lombardie, the Tour de France, the Tour de Belgique, the Flèche Wallonne, and the Volta a Portugal. Breitling worked with some of the sport’s true legends. One was Italian Fausto Coppi, “Il Campionissimo.” The world champion of world champions won the Tour de France twice and the Giro d’Italia five times. In fact, in 1948 and 1952, he won both races, a pair of victories known as the “Grand Boucle.” Breitling also worked with his fiercest rival, Gino Bartali, who won the Tour de France twice and the Giro d’Italia three times.
The Breitling Triathlon Squad’s first mission will not only bring together some of the world’s fiercest competitors, but will also, with the help of Qhubeka, improve the quality of the lives of hundreds of people – an impressive start for this #squadonamission.
Brands
Doctor’s Choice launches Protein Muesli, signs Arshdeep Singh
New product offers 25g protein per 100g as brand targets clean nutrition
MUMBAI: Breakfast just got a bouncer and it’s aimed straight at the protein gap. Doctor’s Choice is stepping into the fast-growing nutrition arena with the launch of its Protein Muesli, alongside roping in Arshdeep Singh as its exclusive brand ambassador. The move signals a clear play for the high-protein, clean-label segment, where convenience is king and ingredients are under scrutiny. At the centre of the launch is a campaign film featuring Singh, built around a simple proposition: performance begins long before the pitch, it starts at the breakfast table.
Designed for digital-first audiences, the campaign leans into a snackable format tailored for Gen Z and fitness-focused consumers. It blends aspiration with everyday relatability, positioning the product not as a supplement, but as a routine.
The product itself is pitched as a functional upgrade to a familiar category. Doctor’s Choice Protein Muesli delivers 25g of protein per 100g, with no refined sugar or artificial flavours. It combines crunchy protein balls with a natural chocolate flavour, targeting consumers looking for quick, on-the-go nutrition without sacrificing taste.
Singh’s association goes beyond a typical celebrity plug. As one of India’s most consistent young cricketers, his image aligns neatly with the brand’s messaging around discipline, routine and performance qualities increasingly being mirrored in consumer food choices.
The broader strategy reflects a shift in the FMCG playbook. As consumers become more label-conscious and time-poor, brands are racing to position everyday foods as functional, not just filling. Doctor’s Choice is betting that protein-led, clean-label products can move from niche shelves to daily staples.
With this launch, the brand isn’t just selling muesli, it’s pitching a lifestyle upgrade, one spoonful at a time.
