Bontrager/Trek Bicycle

Viewed by many retailers as merely a parts supplier to Trek, Bontrager—a wholly owned subsidiary—struggled to claim shelf space and a voice for its highly rated cycling components and gear. The Trek design team wanted a story to match Bontrager’s legendary reputation.

Solution:
Position Bontrager as solely focused on enhancing the riding experience. Anyone—from a recreational rider to a commuter or a competitive pro—can benefit in their own way from a Bontrager-equipped bike.

Outcomes:
Since 2012, Bontrager has used a version of the statement “make every ride better” to connect with riders. Trek streamlined its Bontrager line and focused on “halo” performance products that deliver on the promise of elevating the riding experience.