Specialized - Rocket Espresso
Its 2015, sales of aluminum bicycles are slumping as customers move in to low-end carbon fiber bikes.
We were posed with the problem of rebuilding brand equity in Specialized’s aluminum technology.
I am a bike racer at heart… and truth be told, the bicycle we were working to support is a genuine ROCKET SHIP that ticks all of the right competitive boxes — snappy, fast & aerodynamic, and light weight. The Allez Sprint (the bike pictured to the right) offers up visually unique technology that makes one of the best performing bikes on the market at any price.
from 2016 until current, we have worked to tie the Allez platform to both art & culture communities and focuses on supporting young up and coming athletes.
In 2018 we partnered with LA based artist Michael Reeder for the team’s racing livery. Limited-edition product associated with Team Specialized - Rocket Espresso has also been offered to fans at prices more reasonable than top tier product which is often out of reach of new riders ($1800usd for a complete bicycle vs. $10k+).
This approach helped to make the program the top earning limited edition product ever offered by Specialized and has turned the Allez line in to a top-earner for the brand nearly doubling its revenue over the three years of focused support.
Team Specialized - Rocket Espresso: 7 women and men representing 7 countries.
Known for his fine artwork and murals, Reeder was brought on to provide design direction for the team’s 2018 livery.
Michael’s use of colors and textures is showcased throughout the design and event spaces.