Leveraging their sponsorship of a professional road bicycle racing team, the Consumer Products division

introduced four t-shirt designs in their retail stores. Graphic directions were bold and dynamic targeting female buyers

for casual fans. Designs were based on themes of speed, racing, victory and the “heart of a champion.”

Colors were drawn from the blue, yellow, silver and black of the team racing uniforms, while specialty inks and
screen-printed effects were utilised during production.