Cadence Cycling & Multisport
Respect the sport, see the science.
Cadence Cycling is not your typical cycle shop. While super road bicycles and apparel are the priority, Cadence focuses on making you the perfect athlete. With training and testing onsite, your dreams of stepping up from a weekend warrior to a full on triathlete are mere feet away. The triathlete is a special kind of User. They study a lot of technique, and precise movements. They know their body down to the centimeter, and how it reacts to certain products and conditions. The line between sports and science, blurs. So in the approach for this campaign, it was about bringing this thinking to light. The evolution of man from nature and into a powerful, precise machine. The linework revolved specifically from the photos of actual Cadence trained triathletes, who helped guide how the forms should emit from each pose. Natural curvature and alignments brought to the forefront to emphasize mechanics. SCIENCE!
Launched: 2008
Client: Cadence Cycling & Multisport
Agency: 160over90
Designer: Giacomo Ciminello
Creative Director: Stephen Penning
Copywriter: Brendan Quinn
Photographer: Chris Sembrot
