Driven by the guiding principle “A bike lock is not just a bike lock”, the brand positions itself as a lifestyle brand for urban cyclists. Accordingly, the advertising campaigns illustrate how the locks are used by trend-conscious young people in everyday life. This approach is reinforced by the Lonely Riders Cult, a cycling community set up by ULAC under its own logo and which invites cycling enthusiasts to exchange ideas. In addition, the brand also has a strong social media presence and it partners with many international influencers, artists, local bike shops and cycling events to further strengthen the brand’s image in the cycling community.