Shimano - the world-leader in cycling components and gear - wanted to create a best-in-class product line in the cycling apparel and footwear category similar to its renowned DuraAce component group. Genesis was engaged to create the brand narrative and introduce the new S-PHYRE performance products to the market.

With just a small portion of the product line available for the first year, Genesis needed to tell the broader “why” S-PHYRE brand story and how it would utilize Shimano’s storied processes, quality and laser-focus on the rider to deliver innovative road and mountain performance products in a crowded marketplace. Genesis developed the benefit-driven ‘Ignite Your Performance’ promise for this elite-level footwear and apparel.

S-PHYRE was introduced to the trade with collateral, videos and tradeshow exhibits and, as new products are added the line, the foundation that Team Shimano and Genesis established continued to add depth to the brand. The press and consumers have embraced the brand as the new benchmark for cycling footwear and performance apparel.