North America launch of 42BELOW Vodka. Included an extensive culture immersion push to introduce a spirit into cycling culture, print advertising, a cross-country ride through 24 cities to promote the brand, partnership with the Bicycle Film Festival, 42BELOW product design for riders, and goldsprint kits and game design as location leave-behinds. This was and almost certainly will be the hardest, most gratifying thing I've ever done.
To kick off our Summer of 42, we put together a cross-country ride. 2 teams totaling 42 riders set off from NYC to rendezvous in LA. One team took a northern route through the midwest and mountain states, while the second team took a southern route, a total of 7,500 road miles. Each of the 24 cities visited by the teams included events promoting 42BELOW and the 42 Ride.
Uniform and Gear Design
IN PARTNERSHIP WITH
Bike and Goldsprint Kit Design
Product Design for Events
Bicycle Film Festival
Music was a component of everything we did. Several cities hosted Bikes Rock concerts in conjunction with the Ride, concluding with Blonde Redhead playing The Independent in San Francisco.