Sara L., Fall 2016, Section 1. The luxury spin studio SoulCycle has developed a lifestyle brand based on strength, confidence, and teamwork. Associating the terms, “warrior” and “rockstar” with SoulCycle encourages people to join and become stronger and better. In addition, the bright, bold words are concrete and sticky. Link: https://www.instagram.com/p/l3CfSoH52X/?taken-by=soulcycle