Bontrager

Viewed by many as an OEM parts supplier to Trek, Bontrager (a wholly-owned subsidiary) struggled to claim its own shelf space and a voice for its highly-rated cycling components and gear. The Trek brand team wanted a story that made Bontrager’s legendary reputation and promise clear and meaningful to retailers and riders alike.

We positioned Bontrager as being solely focused on technologies and products that “make every ride better.” Anyone—from a recreational rider to a commuter or a pro—can benefit in their own way from riding a Bontrager-equipped bike.