Brand page · Clothing · United Kingdom
Rule 28 traffic, ads & competitors 80k visits a month, 21 active Meta ads, Gravity score 686.
Rule 28 — Shop Rule 28 for cutting-edge aerodynamic cycling kits. Pro-tested race suits, jerseys & bibs designed to save watts and boost speed. Free US shipping on orders $150+. In September 2026 rule28.com drew an estimated 80k visits, up 54% on the month before. It ranks #1,860 of 97,158 Clothing brands in the United Kingdom and holds a 4.3 Trustpilot rating over 154 reviews.
Updated Traffic Sept 2026Meta ads 8 Oct 2026Google ads 20 Oct 2026Instagram Sept 2026Trustpilot Oct 2026Catalogue Oct 2026Gravity score 2 Nov 2026
Gravity score
Percentiles within 1008 peers: Clothing brands in the United Kingdom with 30K–100K monthly visits. Recomputed nightly, last on 2 Nov 2026.
About the store
Shop Rule 28 for cutting-edge aerodynamic cycling kits. Pro-tested race suits, jerseys & bibs designed to save watts and boost speed. Free US shipping on orders $150+.
01 · Traffic
Rule 28 website traffic
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
Rule 28 drew an estimated 80k visits in September 2026, up 54% on the month before and up 27% over three months.
- Worldwide#113,607of 4.5m sites · Top 5%
- In United States#37,082of 1.2m sites · Top 5%
- Clothing, worldwide#10,912of 459,295 brands · Top 5%
- Clothing, United States#1,860of 97,158 brands · Top 5%
80k
estimated visits in September
1 mo ▲ +53.5%4 mo ▲ +27.5%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
Rule 28 reviews
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
Rule 28 holds 4.3 out of 5 on Trustpilot over 154 reviews, 80 of them in the last twelve months: 74% of customers give five stars and 14% one star. That volume places Rule 28 in the top 30% of the 270,321 Trustpilot pages in the Gravity index, and its rating quality in the top 30%.
Sportswear Store
Data not available
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
Rule 28 best-selling products
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
Rule 28 sells on Shopify, 97% of its catalogue in stock. The best seller is Aero Mitts, at £35.00, followed by Aero Sleeves and Aero Base Layer ('Aero Bra').
#1Aero MittsRule 28£35.00In stock
#2Aero SleevesRule 28£14.00In stock
#3Aero Base Layer ('Aero Bra')Rule 28£145.00In stock- +View all productsRankings over time, ratings, stock and the ads that lead to each product. Free account.Sign in to Gravity
Share of the catalogue by product family.
The dominant category places Rule 28 in its comparison group.
- Average rating
- 4.46 / 5
- Rated products
- 45% of the catalogue
- In stock
- 97%
- Upper price quartile
- US$239.90
- Currency
- GBP
04 · Ads
Rule 28 ads
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
Rule 28 runs Meta ads on Facebook, Instagram, Threads, and has advertised on Google since March 2022 (image, text).
No distractions, just pure performanceRule 28 Clothing30 Sept 2026image
Rule 28 ClothingRule 28 Clothing26 Sept 2026image
Rule 28 ClothingRule 28 Clothing26 Sept 2026image- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Text ad20 Oct 2026Rule 28 Clothing Ltd.verified
Text ad20 Oct 2026Rule 28 Clothing Ltd.verified
Text ad19 Oct 2026Rule 28 Clothing Ltd.verified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Rule 28 influencers
The creators who tag @rule28 on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @rule28 on Instagram, led by Adam Roberge (18.2k followers, 1.1% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| AAdam Roberge@adamroberge · 🇨🇦 CA | Fitness sport bodybuilding Creator | 18.2k | 1.1% | 9 | Tagged @rule28 |
06 · Competitors according to Gravity
Rule 28 competitors and alternatives
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for Rule 28 among Clothing brands in the United Kingdom. The closest is lusso.bike, then ArmaUrto, Universal Colours, Souke Sports, Le Col, TRINITY Racing.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| lusso.bikelusso.bike | |||||||
| ArmaUrtoarmaurto.com | |||||||
| Universal Coloursuniversalcolours.com | |||||||
| Souke Sportssouke-sports.com | |||||||
| Le Collecol.cc | |||||||
| TRINITY Racingtrinityracing.shop |
07 · Company
Who is behind Rule 28?
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
Rule 28 is a company based in London, United Kingdom, founded in 2017 according to LinkedIn, on a domain registered in February 2017. It employs about 2 people.
- Entity country
- 🇬🇧 United Kingdom · London
- Founded
- 2017, per LinkedIn
- Domain registered
- 5 Feb 2017
- Status
- Operating
- Employees
- 2 on LinkedIn
- Own store
- rule28.com · Shopify · GBP
- Catalogue
- 56 collections
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about Rule 28
What people ask Google about Rule 28.
11 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is Rule 28 a legit company?
According to Gravity by Benchr, Rule 28 is a brand based in London, United Kingdom: its website has existed since February 2017, its Trustpilot profile is claimed by the brand, it sells on a Shopify store, it employs 2 people on LinkedIn, it has 43,306 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, November 2026.
Rule 28 reviews
Customers rate Rule 28 4.3 out of 5 on Trustpilot over 154 reviews, 80 of them in the last twelve months: 74% give five stars, 14% one star. Gravity by Benchr places that review volume in the top 30% of the 270,321 Trustpilot pages in its index. Source: Gravity by Benchr Trustpilot reading, October 2026.
What is Rule 28?
Shop Rule 28 for cutting-edge aerodynamic cycling kits. Pro-tested race suits, jerseys & bibs designed to save watts and boost speed. Free US shipping on orders $150+. Gravity by Benchr classifies it under Clothing, with Cycling making up 41% of the catalogue. Source: Gravity by Benchr product classification, October 2026.
Is Rule 28 expensive?
Rule 28's best seller, Aero Mitts, sells £35.00 on rule28.com. 97% of the catalogue is in stock. Gravity does not track prices daily: check rule28.com before buying. Source: Gravity by Benchr catalogue reading, October 2026.
Does Rule 28 have a discount code?
Gravity by Benchr does not collect discount codes. What Gravity observes: Rule 28 advertises on Facebook and Instagram and on Google, where its offers often run. Check rule28.com for current promotions. Source: Gravity by Benchr ad records, October 2026.
Where to buy Rule 28?
Rule 28 sells on its own website, rule28.com, a Shopify store. Gravity by Benchr lists no retailer or marketplace for the brand. Source: Gravity by Benchr retailer data, November 2026.
Who is behind Rule 28?
Gravity by Benchr records a company based in London, United Kingdom, founded in 2017 according to LinkedIn, on a domain registered in 2017, with 2 employees on LinkedIn. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records, November 2026.
Is Rule 28 growing?
Yes. Gravity by Benchr estimates about 80,000 visits to rule28.com in September 2026, up 54% in a month and up 27% over three months. Rule 28 ranks #1,860 of 97,158 Clothing brands in the United Kingdom in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
Which platform and tools does Rule 28 use?
Gravity by Benchr identifies rule28.com as a Shopify store (standard plan, not Shopify Plus), selling in GBP. The brand has claimed its Trustpilot profile. It advertises through Meta and on Google since March 2022. Source: Gravity by Benchr platform and advertising records, November 2026.
How much does Rule 28 spend on Meta ads?
Gravity by Benchr does not publish a spend figure for Rule 28 on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram, Threads. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Clothing brands in the United Kingdom?
Among Clothing brands in the United Kingdom in the Gravity by Benchr index, Rule 28 ranks #1,860 of 97,158 by estimated traffic. Its closest competitors on the same market are lusso.bike, ArmaUrto, Universal Colours, Souke Sports and Le Col. Source: Gravity by Benchr competitor analysis, same category, same market, similar size, November 2026.
Category
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with Rule 28.