Charting a Quest: Rapha and its Storytelling Potential

Purpose This paper explores how British luxury brand Rapha builds written stories of heroic journeys into its published artifacts and specifically utilizes the concept of the cycle ride as epic quest. Design/Methodology/Approach Through textual and linguistic analysis, it examines how Rapha attempts to communicate its brand values through stories and meaningful language that taps into the pursuit of a transformative experience. Findings It examines how Rapha’s allegiances and quest values can be seen to build on many canonical sporting beliefs and historical myths where elite riders are posited as ‘warriors’ and stage ‘heroes’ with epic ambitions (Barthes, 1957). Research limitations/implications This is the preliminary study in a longitudinal inquiry into Rapha’s storytelling as an exemplar luxury brand. Originality/value This paper explores how Rapha situates questing tales of glory rides within its promotional brand environment and their function as primary driver of its marketing communications.