Specialized Bicycle Components Inc.: Specialized campaign

One of the originators of the mountain bike, Specialized Bicycle Components Inc. continued to excel in that bike niche with a combination of frequent innovation, deep devotion to biking, and award-winning advertising.

Specialized Bicycle Components Inc.: Specialized campaign

Chris Amorosino

OVERVIEW

One of the originators of the mountain bike, Specialized Bicycle Components Inc. continued to excel in that bike niche with a combination of frequent innovation, deep devotion to biking, and award-winning advertising. The "Specialized" campaign reflected the frenzied dedication that its target market exhibited for the sport of mountain biking. With a stylized clean look and humor, the ads showcased the benefits of Specialized products and sounded as if the bikers themselves had written them.

One ad introducing a full-suspension bicycle featured an image of a biker navigating a steep mountain...

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