With so much cycling clothing on the market, the days of brands being able to launch run-of-the-mill kit have come and gone. So when Shimano went back to the drawing board to launch the S-Phyre kit it called in some help.
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Knowing that it would be sponsoring the LottoNL-Jumbo team for 2017, Shimano brought the riders directly into the design process to provide feedback and create the kit that they wanted.
“Basically we wanted to help them go faster with the least amount of force and to help the clothes work with the touching points that a rider has with the bike to create the ultimate comfort," Bas Stamsnijder, sports marketing officer for soft goods told BikeRadar. "Just developing something for yourself as a brand and using product designers to lead the process is one way to go about it, but we wanted to bring the team into the process, these guys know what they’re talking about."
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"We want to make sure they have something that they can look at the other riders and go ehhhhh," Stamsnijder said making a nose horn gesture.
Total integration
The S-Phyre range started with the shoes launched last year and was just the beginning of this concept. While we may have initially made fun of the socks that came with them, it provided an insight into what the S-Phyre gear was going to be about. With Shimano also owning Lazer helmets, it's offering a literally head to toe system and makes you wonder when the brand will release a frame.
Nayoung Kim, Shimano’s sports marketing officer said of the approach: “It’s all designed to work together as a system and everything affects each other… Especially socks and shoes they all have mesh that lines up with the shoe mesh and our gloves also have really good padding for our shifter."
Weight weenies
Split pad
Trickle down tech
You can read more at BikeRadar.com
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