Shimano, the Osaka, Japan-based innovator and world-leader in cycling components has set the standard in cycling components since it began metal-crafting in 1923. To signal its new focus on developing “on-the-body” products to complement the well-known on-the-bike offerings Genesis was tasked with creating the global go-to-market materials for all levels of cycling. A broad spectrum of trade and consumer marketing tools highlighted Shimano’s Fusion Concept apparel and footwear to the commuter, adventure, sport and competition segments.