SW7 & EVADE   As the first product introduced on Specialized's new ecom platform Hybris, our team focused on creating the tool box that would help to rebuild web experience across the brand and across all product and technology categories in addition to the first wide spread e-commerce focused campaign.    Centered around Peter Sagan, the 3x consecutive world champion of cycling, we created a visual Style that highlighted product in stills and motion on web social, with retail pop in-store, and  provided consistency across all press and media.   The resulting campaign helped create demand that saw double digit contiued growth in the footware and helmet catigories.

SW7 & EVADE

As the first product introduced on Specialized's new ecom platform Hybris, our team focused on creating the tool box that would help to rebuild web experience across the brand and across all product and technology categories in addition to the first wide spread e-commerce focused campaign.  

Centered around Peter Sagan, the 3x consecutive world champion of cycling, we created a visual Style that highlighted product in stills and motion on web social, with retail pop in-store, and  provided consistency across all press and media. 

The resulting campaign helped create demand that saw double digit contiued growth in the footware and helmet catigories.

  VENGE   The fastest race bike in the world isn't for everyone.  It's single minded approach means it is built to go fast and make no excuses.  Given the limited custermer base of such a sharp and focused product, our objective was to bring all riders along to learn about the HUGE technology advantage a product like this offers... even if its not for you.  We focused on highlighting three primary technologies; new computer generated aerodynamic's modeling, ply-by-ply carbon fiber analysis, and complete system integration.  While these technologies are not needed in all specialized products, the lengths that were taken to include them in the Venge have ben used to provide confidence throughout the entire product line. 

VENGE

The fastest race bike in the world isn't for everyone.  It's single minded approach means it is built to go fast and make no excuses.  Given the limited custermer base of such a sharp and focused product, our objective was to bring all riders along to learn about the HUGE technology advantage a product like this offers... even if its not for you.  We focused on highlighting three primary technologies; new computer generated aerodynamic's modeling, ply-by-ply carbon fiber analysis, and complete system integration.  While these technologies are not needed in all specialized products, the lengths that were taken to include them in the Venge have ben used to provide confidence throughout the entire product line. 

  SPECIALIZED - ROCKET ESPRESSO   In 2015, the Allez line of bicycles was on in the process of being phased out as competitors moved away from making aluminum bikes in lieu of inexpensive carbon fiber alternatives.  Realizing Specialized had unique technology and genuinely great performance, we set out to reposition the Allez line as a Goliath killer.  Focusing on the youthful movement behind American crit racing we created an ongoing campaign that tied in art culture and repositioned the product to a new audience that has supported a doubled market share in the sub $2000usd space in only 3 years. 

SPECIALIZED - ROCKET ESPRESSO

In 2015, the Allez line of bicycles was on in the process of being phased out as competitors moved away from making aluminum bikes in lieu of inexpensive carbon fiber alternatives.  Realizing Specialized had unique technology and genuinely great performance, we set out to reposition the Allez line as a Goliath killer.  Focusing on the youthful movement behind American crit racing we created an ongoing campaign that tied in art culture and repositioned the product to a new audience that has supported a doubled market share in the sub $2000usd space in only 3 years. 

 
  TARMAC   A staple of the Specialized competitive road bicycle product line, the Tarmac platform has always stood for the absolute best complete race bike.  The 2018 Introduction of a disc brake equipped model offered a new opportunity to highlight key features of the platform that make it a stand out over its competition.  We worked to find new ways to highlight carbon fiber technology and aerodynamic performance, two important additions that are invisible to the typical user but provide huge performance benefits while riding. 

TARMAC

A staple of the Specialized competitive road bicycle product line, the Tarmac platform has always stood for the absolute best complete race bike.  The 2018 Introduction of a disc brake equipped model offered a new opportunity to highlight key features of the platform that make it a stand out over its competition.  We worked to find new ways to highlight carbon fiber technology and aerodynamic performance, two important additions that are invisible to the typical user but provide huge performance benefits while riding. 

  DIVERGE    A first for the mainstream bicycle industry, the Diverge line of bicycles was the first to market supporting the now prevalent "gravel" cycling movement.   In 2014 we were tasked with taking to market a largely unknown style of cycling.  Partnered with cycling collective DeuxNorth, we introduced the platform completely via social media in a week long project focused on continued content distribution through key ambassadors.   At its time, it was the first campaign in the cycling industry to take this approach and saw engagement via social channels 20x hire than ever recored by Specialized. 

DIVERGE

A first for the mainstream bicycle industry, the Diverge line of bicycles was the first to market supporting the now prevalent "gravel" cycling movement. 

In 2014 we were tasked with taking to market a largely unknown style of cycling.  Partnered with cycling collective DeuxNorth, we introduced the platform completely via social media in a week long project focused on continued content distribution through key ambassadors. 

At its time, it was the first campaign in the cycling industry to take this approach and saw engagement via social channels 20x hire than ever recored by Specialized. 

  SAGAN COLLECTION   Arguably the greatest cyclist of all time, Peter Sagan is in pursuit of becoming an icon of the sport.   The Sagan Collection was created with Peter to show off his unique personality through color and style. Our objective has been to highlight the quality of finish attributed to all pieces of his collection.    Implementation of limited physical retail locations combined with limited on-line availability has created demand that has seen the fastest sell through of any Specialized Limited edition to date. 

SAGAN COLLECTION

Arguably the greatest cyclist of all time, Peter Sagan is in pursuit of becoming an icon of the sport. 

The Sagan Collection was created with Peter to show off his unique personality through color and style. Our objective has been to highlight the quality of finish attributed to all pieces of his collection.  

Implementation of limited physical retail locations combined with limited on-line availability has created demand that has seen the fastest sell through of any Specialized Limited edition to date.