For more than a decade, SoulCycle has relied on the power of its cult-like following to drive brand awareness and expansion -- it recently opened its 74th location. Now, amid rising competition, the fitness chain has created its first branding campaign to highlight the SoulCycle name and ethos ahead of new company initiatives scheduled for later this year. On Tuesday, the New York-based brand, which is owned by Equinox, debuted its new effort, its first work with Laird & Partners.

"We've been focused the last two years around opening new locations in new markets, and we felt it was the right time to try something we've never done before -- to create an integrated brand campaign," explained Melanie Whelan, who became chief executive two years ago. She noted that SoulCycle has new initiatives in the works for later this year and that the company wants to "elevate and evolve" its messaging to be more reflective of the transformation. Some initiatives will include new rider-initiated challenges and an increased number of pop-up locations, where SoulCycle will host a short-term studio in a new city to test the market.

For the "Find It" campaign, the cycling company created a two-minute anthem spot in which instructors speak about the importance of finding yourself and tapping into your greatness. "You don't have to be perfect," says one, as another asks "What drives you, what motivates you, what inspires you?" Shots of the speakers are interspersed with group shots of cycling classes. SoulCycle will also wrap some of its locations with new imagery from the campaign and push out content via its own social media channels as well as through the accounts of its more than 300 instructors.

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