Pro Women's Cycling Team

LA Sweat

    A Domestic women’s Pro Road Race Team asked 1000% X Manual For Speed to create a complete team concept from kit, merchandise, photography and a visual ecosystem to tone and vibe. A concept that would break from tired traditional cycling industry ideas about design and naming conventions, and inspire a national following.

    Fashion-forward, artist-designed team kit for vigorous merchandise sales and a distinct look.

    Year One we commissioned Yoko Honda to bring La Sweat to life.

    VISUAL ECOSYSTEM YEAR ONE

    LOS ANGELES

    VISUAL ECOSYSTEM YEAR TWO

    TOOLS AND TROPES

    Year two we commissioned Jen Lu to create a visual ecosystem that would lend itself to stickers, digital stickers, animations, etc.

    TEAM LOOKBOOKS

    Team Launch LookBook
    Year One Lookbook
    Year three Lookbook
    Year four Lookbook

    SWEATERS

    IN EFFECT

    The name LA SWEAT inspires local support and national notoriety.

    Everyone loves the “Sweaters.”

    Fashion-forward look and feel makes it easy for fans to buy La Sweat merchandise and represent.

    Lookbooks break conventional attitudes inside the sport of cycling about how athletes look, what they do, and more specifically how Women’s teams are “supposed” to present.

    Brand ID, Creative Direction, Writing, Concepts, Photography, Race Coverage.

    Published on Manual For Speed.