We just wanted his bike

Eddy Merckx. The greatest cyclist of all time. Even standing still, a bike with his name on it can do things to you.

 People still lust after his bikes from the ’80s. Some ride them. Some give them wall space usually reserved for art. I’ve mentally spent the money more than once.

That’s a powerful place to start designing. And a lot to live up to.

Nobody asked me to do this. The brief I gave myself: take Merckx forward without losing what makes people want one. From the identity to the bike lineup, every choice had to earn its place. What stays? What changes? Where can it surprise you?

Keep what makes your heart go a little stupid. Give the next person a reason to feel it.

Role: All of it.
Strategy, identity, bike concepts, graphics, colorways, imagery, and art direction.