Shimano American was founded in the US in 1965 as a way to get closer to its retailers, and to better understand this dynamic marketplace. A young Yozo Shimano came to the states with a bold plan to meet every bicycle dealer in America. It took over 3 years and covered almost 100,000 miles, but the Caravan Tour reached its goal and cemented relationships that last to this day.
To celebrate 50 years in the market. Shimano American wanted to recreate the spirit of the original tour. Teams of associates traveled the US to meet with Cycling and Fishing dealers to thank them for their partnerships. Genesis created the “Honoring the past, Creating the future” position, and numerous materials for internal and external celebrations. The 50 years in America book was a gift to the retailers — as they remain pivotal to Shimano’s success.
work / Shimano American
50th
Anniversary Book
The 50th Anniversary Book was given to Shimano's Dealers as a token of appreciation for their partnerships.
Anniversary Book
Celebrating the original Shimano "Caravan Tour" became foundational to the anniversary.
Anniversary Book
Shimano used blank notecards to gather feedback for further improving their products and service.
Anniversary Book
Shimano, originally founded in Japan in 1921, has tremendous pride in their culture and heritage.
Anniversary Book
The first sign Shimano put up at their new office in New York simply read, "We are here to serve you better."
Anniversary Book
Shimano created the iconic Sting-Ray shifter for Schwinn in 1968 to make shifting fun, imitating sports cars.
Anniversary Book
Cycling hardware, technology and manufacturing expertise all created a natural entry into fishing for Shimano.
Anniversary Book
Shimano entered the fishing market in 1970 by introducing the DUX spinning reels.
Anniversary Book
Innovation, durability, wide product selection and service allowed Shimano fishing to grow rapidly here and abroad.
Anniversary Book
Shimano shares part of their incredible history, full of innovation and growth.
Shop Shirts
Anniversary graphics were used to engage retail staff.
Shop Shirts
Various graphics celebrated the cross country tour.
Shop Shirts
Fun graphics were used to adorn shop shirts.