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SRAM’s founding was based on one man’s dream to create a more fun, efficient, and faster experience on a bicycle. Today, SRAM is a global team of people delivering that same passion for improving the experience as well as expanding the potential of cycling. They tapped us to assist with all interative surfaces, material and finishes for the Force line of components.

The Force line was an ergonomic thrust for the industry, coupled with brilliant engineering,  and single handedly broke SRAM into the fiercely competitive and IP constrained road market.  SRAM Force also rode to 1st place in the Tour de France several times.  


Innovation Strategy, Conceptual Industrial Design,
Design Refinement & Execution, Materials & Colors, Design for Manufacturing


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