Fairey and his Art Director, Casey Ryder were challenged with translating some of RadioShack’s brand personality for the world of bike racing.
RadioShack has commissioned artist Shepard Fairey and his creative agency Studio Number One to design the upcoming Trek Madone 6.9 SSL bike that Team RadioShack will ride during the 2011 Tour of California. Fairey has been involved with the application of his graphic artistry onto bikes since he designed one for Lance Armstrong upon his return to competitive cycling in 2009. For this run, Fairey and his Art Director, Casey Ryder, were challenged with translating some of RadioShack’s brand personality for the world of bike racing. Fairey and Ryder ultimately took inspiration from RadioShack’s electronics legacy – and their connection to electricity, specifically – complemented by the energy and aesthetic of the racing team. This comes across in icons (like thunderbolts) and colors that feel appropriate for the energy of racing, and for an electronics retailer.
This feels like a natural brand collaboration (and extension) for Fairey and his graphic arts team, Trek and surprisingly for RadioShack – particularly because it’s not a highly commercial one. Fairey’s involvement is specifically with RadioShack’s racing team – at least at this point in time.