The Race Shop
The Race Shop services all of Trek’s team and athlete needs. It’s often where the most unique design projects originate. I worked on the following design projects, often in collaboration with the riders to reflect their own tastes and desires. The first project is a jersey and bike design for Ruth Winder of the Driftless gravel program. Ruth wanted to embrace the idea of stopping to smell the flowers of Colorado, where she lives and trains. The final slide in this set shows a key that was on her bike labeling each mountain wildflower for authenticity.
A Brand New Champ
A “Branding” campaign for cyclocross star Lucinda Brand after winning the World Championship in 2021.
SSCXWC: Stan Nice Edition
So I had this idea: What if we convinced the greatest cyclocross racer of all time, Sven Nys, to leave Belgium in the middle of his season and fly to Portland, Oregon for a wacked out party “race” where nobody has gears — all in order to promote a new piece of technology that made our alloy cyclocross bike excel as a single speed? Can’t believe I made that one stick, and pulled off this homily of designs related to Sven. We registered him under the name Stan Nice, so nobody at the event would be wise to what we were there for: Shock.
Designed with Justin Blumer
Le Tour de France
Apparel and bike design for Trek/Segafredo professional cycling teams. The men’s team previously wore red. The women’s team wore blue. Trek has long been a pioneer in equality in sport, so I wanted to highlight this by blending the red and blue together.
Driftless Gravel Collective
I named and created the identity for this team and have worked on the design each year since its inception. Part of the challenge with this design is to give the riders something to rally and unify behind while also allowing room for expression and individuality. For ‘24 I created the color palettes and bikes for all four riders. I designed the kits for Torbjørn Røed (featured) and Paige Onweller, and provided MAAP with the logo and colors, which they used to design the other two kits.
Bo Jackson
I grew up with Bo Jackson posters on every wall in my bedroom. Fast forward and I’ve now sat down with him on three occasions to design three different Domane road bikes. For his latest bike, I was inspired by his 16-bit Nintendo Tecmo Bowl persona, so I created a “Bo”saic collage of his greatest moments on the field to achieve a camouflage-like feel. Bo is an avid outdoorsmen, and his inspiration image for me was a brand of digi-camo outdoor wear.
Dege
John Degenkolb brought a new energy to the Trek Factory Racing program when he signed with the team. His love of cafe racer motorcycles was the jumping off point for a series of designs that adorned his various bikes and personal touchpoints.
Gateway
From St. Louis to the Pros. This upstart U.S. domestic team of youngsters came to disrupt the status quo and launch the careers of many riders who are now in the professional ranks. I had free reign to create the branding, kits, and bikes for each season.
Ode to the Classics
I designed these two different campaigns for the Trek/Segafredo men’s and women’s professional cycling teams.
Thibau Through the Years
Thibau Nys joined Trek as a junior and quickly skyrocketed through the ranks of professional cycling. For the first bikes I designed for him, I took four sayings he provided me and crafted them into four lockups for his four different race bikes. Then came a bike to celebrate his World Championship win and his graduation to the Baloise cycling team (apparel, bike, helmet, and shoe design).
Alex Yee: Olympic Champion
Alex Yee is the most decorated Olympic triathlete of all time. After he won gold in Paris, I quickly devised this brand campaign for him that combines the Eiffel Tower and gold medal with his monogram of ‘A’ and ‘Y’ — and presented him with a bike fit for a champion when he visited the Trek headquarters in Waterloo, Wisconsin later that summer.
