Mike’s Bikes: Where to Wander
A full-stack marketing campaign designed to connect with customers digitally and at retail.
SPECIALIZED - ROCKET ESPRESSO
This team can do anything. They win the crowd regardless of winning the race. A blend of art and culture with "anyone is welcome" racing.
20TWENTY
In 2019, we began examining how to reshape the cycling industry to be more equitable for new riders, asking ourselves, "How do we help create the next generation of passionate mountain bike riders?" 20Twenty focused on providing products that new riders would have pride of ownership in and concentrated on the features and values that would make a rider's first experience on the trail a lifelong love for the sport.
FOHR GOES OUTDOORS
An ongoing web series is about creating better relationships with ambassadors, athletes, and customers via social media, PR, and events. Throughout the series, we heard from guests and experts from the outdoor market.
Work life balance at Mike’s Bikes
ALLEZ & Axeon-Hagens Berman
The world's best u23 development team. We wanted to show the world that you can win races at the highest level of the sport on a bike that costs under $2000. No. Freakin. Way.
TARMAC
Just because you can't see it doesn't mean it's not there. We focused on showing the technology that goes into the most complete racing bicycle ever produced and made the invisible design elements come to life.
Gazelle Bikes Spring Lookbook
Recon
Posed with the challenge of rebranding the premiere mountain bike shoe in Specialized's product line as a product for all terrain. We focused on telling the story of the Recon’s performance agnostic of any specific sport and tied it back to its roots in terrain.
SW7 & EVADE
The two largest equipment categories, SW7 and Evade, offer technology, style, and quality that are unmatched across the cycling industry. We focused on elevating the product via web, social, and retail with the three-time World champion, Peter Sagan.
SAGAN COLLECTION
Arguably, the greatest cyclist of all time, Peter Sagan, is pursuing the goal of becoming an icon of the sport.
The Sagan Collection was created with Peter to show 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 online availability has created a demand that has seen the fastest sell-through of any Specialized Limited edition to date.
Mike’s Bikes - All about fun.
A 30s ad spot targetted at letting our customers know we can support them in-store and online.
VENGE
Arguably the fastest bikes of all time, certainly one of the most expensive, The Venge embodies everything we strive for in a project, but how do you communicate the value to those who will never buy a $15000 bike?
Tenspeed Hero x Specialized
Be a hero. Our collaboration with Tenspeed Hero apparel focuses on elevating women in sport and ensuring you look good.
DIVERGE
The Diverge line of bicycles was the first to market for the mainstream bicycle industry, supporting the now prevalent "gravel" cycling movement.
In 2014, we were tasked with taking a largely unknown cycling style to market. Partnered with cycling collective DeuxNorth, we introduced the platform via social media in a week-long project focused on continued content distribution through critical ambassadors.
At its time, it was the first campaign in the cycling industry to take this approach, and engagement via social channels was 20x higher than ever recorded by Specialized.
VENGE: Rider-First Engineered
The fastest race bike in the world isnt for everyone. Its single-minded approach means it is built to go fast and make no excuses. Given the limited customer base of such a sharp and focused product, we aimed to bring all riders along to learn about the HUGE technology advantage a product like this offers... even if it's not for you. We highlighted three primary technologies: new computer-generated aerodynamic modeling, ply-by-ply carbon fiber analysis, and complete system integration. While these technologies are not needed in all specialized products, the lengths to include them in the Venge have been used to provide confidence throughout the entire product line.
VENGE: Integration
How do you highlight something complex and make it feel simple?
The small parts that work together to create the Venge are an elaborate mix that makes a single-minded whole. In the current space where high-end bicycles live, it is expected that a product will have integrated parts and loathed that will be challenging to work with. We aimed to make them feel like they disappeared, highlighting how easily the parts fit together to create a single form.
Venge: The New Shapes of Speed
When aerodynamics matter… Find a new way to make things more aero…. and find a new way to tell the story. If you're a high-end cyclist, you've heard bike brands talk about their dedication to the R&D in the wind tunnel for years; by now, it's a tired story. So what if that wasn't the entire story? What if the real innovation came from the preparation before the wind tunnel? The hard work of an individual and a computer is needed to develop an algorithm that is smarter than any woman or man. Yea, that would be interesting.