Specialized Bicycles

Dead Reckoning

    SPECIALIZED BICYCLES COMMISSIONED 1000% TO CREATE THE DEFINITIVE GUIDE TO BIKE-PACKING; A MULTIMEDIA FULL SPECTRUM STUDY DEMONSTRATING THE RANGE OF WHAT’S POSSIBLE WHEN A TEAM OF EXPLORERS IS FULLY AND EXPERTLY EQUIPPED WITH A LINE OF BEST-IN-CLASS ADVENTURE BICYCLES, THE RIGHT/WRONG GEAR AND SOME MAPS TO HISTORICAL AND/OR OTHERWISE CULTURALLY SIGNIFICANT β€œTRADE ROUTES” OVER THE WORLD’S MOST IMPRESSIVE MOUNTAINS.

    FOR TWO YEARS WE RODE, PUSHED, SHOVED AND DRAGGED OUR BIKES THROUGH GRIZZLY BEARS, SCIENCE FICTION HUMIDITY, BUSH PLANES, BUCKET CHICKEN, COCOA LEAVES, VOLCANIC ASH AND LATE SUMMER BLIZZARD-MONSOONS FOR SELF SUPPORTED DAYS AT A TIME AND ONLY HAD TO GET HELICOPTER-RESCUED OFF A SOUTHERN ALP ONCE. WE MET LOCALS. WE DOCUMENTED EVERYTHING. WE PUBLISHED EVERYTHING INCLUDING BUT IN NO WAY LIMITED TO LOTS OF MAPS AND BETA. WE EVEN DID SOME LITE MYTH BUSTING IN A TRAIN TUNNEL IN NORTHEASTERN VERMONT. POINT IS, WE DID AS CLOSE TO EVERYTHING ON THE BACK OF A BIKE AS IS HUMANLY POSSIBLE FOR THE ENTERTAINMENT, EDUCATION AND INSPIRATION OF THE ENTIRE CATEGORY OF BIKE-PACKINGβ€”NOW ONE OF THE HOTTEST MOST RELEVANT CATEGORIES WITHIN CYCLING. NOT TRYING TO BRAG TOO HARD BUT DE DID SOME LITE TRAIL BLAZING AND WE DID IN FACT LITERALLY WRITE THE BOOK.

    Dead Reckoning Microsite

    Two years

    12 expeditions with maps, instructions and beta

    7 different countries

    all the hemispheres.

    An informal team of 27 Dead Reckers

    A PHOTO ANNUAL and the definitive Guide to Bike-packing and Adventure Cycling Possibility.

    1000% COMMISSIONED ARTISTS AROUND THE WORLD TO CREATE AN EXPEDITION POSTER SERIES

    Slider with 8 Slides
    Sunchulli Pass in Bolivia
    Los Nevados in Colombia
    Iron Pass in British Columbia
    Syd 2 Mel in Australia
    Dat Moonshine Doe Tour on the East Coast of America
    Sweaty in Svaneti in the Republic of Georgia
    Piute Pass in the California Sierras
    Brodrick Pass in the Southern Alps of New Zealand’s South Island

    TO COMMEMORATE KEY ASPECTS OF THE PROJECT X KEY ADVENTURE CATEGORY BIKE MODELS, SPECIALIZED CREATED CUSTOM BIKES FOR THE DEAD RECKONING TEAM

    DIVERGE IN A STICKER COLLAGE MOTIF BASED ON AUSTRALIAN LEGENDS AND TROPES, AND CUSTOM KOALA BEAR HEAD BADGE

    FAT BOY IN A NASA X CORP OF DISCOVERY THEME IN HOMAGE TO LEWIS AND CLARK AND THE ALPHA PROXIMA MISSION

    LIMITED EDITION BRONZE “DIPPED” YONDER JOURNAL X DEAD RECKONING AWOL.

    Episodic showcase of Specialized’s Adventure Cycling category from bikesβ€”Diverge, Sequoia, AWOL, Fat Boy, Fuseβ€”to clothing, bags and accessories, in-situ.

    Built a diverse team of instagram influencers featuring the world’s most beloved adventure-cycling luminaries to spread the word and seed the hype. The team is still the driving force behind @adv_specialized

    Two years, 12 expeditions, 7 different countries, all the hemispheres.

    Nat Geo X Vice X Werner Herzog.

    Featured in Vice, It’s Nice That, Pink Bike, The Radavist, Outside Magazine, and the cover of Bicycling Magazine.

    Partnered with Porcelain Rocket, Snow Peak, Stumptown Coffee, Hyperlite Mountain Gear, and Mountain Hardware.

    Sold 200 limited edition copies of the Dead Reckoning Photo Annual in 24 hours.

    Ideation, Concept, Creative Direction, Art Direction, Episodic Content, Writing, Production, Team Management, Social Media Strategy, Activations, Engagement, Photography, Collaborations, Product Photography.