The project was a cross-team effort between the culture and communications team led by Cynara Charles-Pierre, core publishing team and brand identity team.
The campaign utilized custom typography, music and a collage approach to harmonize illustrations with nature. The product range spanned cycling jerseys, bibs, socks, bidons and lifestyle tees.
When introducing Manners to the world, we wanted to start by reimagining the purpose and opportunity a bicycle offered. From our perspective, the landscape and narrative from cycling brands mainly spoke to the performance and competition aspect of cycling. We believed there was more to celebrate. A tool for community, organizing, meditation and liberation — in essence, a force for good. We posed questions such as: What if we built something different? What if we built it together? What if we were time travelers from a not so distant future? What if this future was the ideal future for humanity? Can we give the present a glimpse at what the future can look like? A Better Tomorrow.
In the spirit of acting as one, the campaign eschewed traditional road cycling narratives and featured both road and fixie riders. The product range spanned cycling jerseys, bibs, socks, bidons and lifestyle tees.
The Chicago leg of the campaign features Precious Blood Ministry, Ameena Matthews of Violence Interrupters and Good Kid Mad City featuring Vic Mensa. The Baltimore leg features Valencia D. Clay and The Cowgirls of Color. The Los Angeles leg features Angela Rye and The Compton Cowboys. The Brooklyn leg features Nadia Lopez of Mott Hall Bridges Academy.
This season marked the commencement of the Reebok by Pyer Moss partnership. A men’s and women’s ready-to-wear apparel collection, accompanied by unisex accessores and footwear, closed the show.
For the full set of runway looks, click here.
For the complete set of provocations and credits, click here.