E-bike brand ENGWE has signed Dutch football legend Robin van Persie as its new brand ambassador, timed to land just ahead of Car-Free Day. The campaign built around him is called “GOOD AS G.O.A.T,” a pun on “good as gold” that leans on Van Persie’s resume — a Premier League title, two Golden Boots, and that diving header at the 2014 World Cup — to sell a fairly simple pitch: an e-bike you can count on, the same way Van Persie’s teams could count on him.
It’s the kind of athlete-to-product parallel these partnerships always reach for, but ENGWE is leaning into it hard, branding the tie-in “COUNT ON EVERY RIDE” and putting Van Persie on its E26 3.0, a step-through, dual-motor model with full suspension, torque-sensing assist, and fast charging.
In a statement, an ENGWE executive said the company wants Van Persie’s reputation for reliability and an active lifestyle to rub off on how people think about e-mobility, while Van Persie himself tied his interest in the brand back to the same values he says mattered throughout his playing career: trusting your equipment, your decisions, and the people around you.
ENGWE has been building out its footprint to back up that “reliable” pitch, too, pointing to 15 branded stores and over 400 retail partners across Europe, plus 18 overseas warehouses and more than 450 after-sales service centers globally.
Van Persie will make his first public appearance for ENGWE on September 19th at SOE Spain, where the company plans to show off its latest e-bikes at booth G40-F alongside him. If you’re in the market for an e-bike and also really miss watching Van Persie score improbable goals, you’ll know where to look.
ENGWE bikes can be found via their website and select retailers, such as Amazon.com.
