INEOS Grenadiers x Jordan Concept

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I'm a regular listener to the excellent CyclingTips podcast and often get inspired by some of the topics they discuss. One such conversation was around how cycling only sells to cyclists and this does nothing to grow the sport or attract new audiences. This got me thinking, how could this be fixed through brand strategy and design..?

My solution – take the biggest world tour team and have their kit and off-bike wear sponsored by one of the biggest sports brands. The Jordan brand commands attention and is expert in creating superstars and telling their stories. This is exactly what cycling needs, in my humble opinion.

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To help create superstars of the sport that appeal to fans, I took inspiration from football kits and added squad numbers and names to the jersey. I also included a small identifier to communicate a riders significant victories, in this case, a pink dot represents Tao Geoghegan Hart's win at the Giro D'Italia.

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