Briefed with a request to design a bold, colourful, unique and fun cycling kit, I worked with the team at Lead Out Sports to create a line of cycling jerseys, vests, and bibs. With creative freedom and a background story derived from David Goggins and his “Boat Crew 2”, we landed on the BC2 Line.

From the client:

“Training at home on an indoor bike trainer is hard. It’s boring, and there is no escape from the suffering (if you do it right) with scenery, traffic lights, or banter. It takes discipline, stubbornness and a chunk of determination that most can’t muster. Frankly, it basically sucks. Self flagellation of the highest order…

Somehow David Goggins slipped into the mix of our conversations - “STAY HARD”, and “CAN’T HURT BOAT CREW TWO!”. From there, the hashtag #bc2 entered the conversation, as did the zen proverb of "chop wood, carry water”. Do the work, repeat the work.

At the end of it all, it’s all tongue and cheek, but its also good motivation. Who doesn’t take some sad pride in their huge sweat puddle, drooling chin, and after all the work, beating a whole swag of other total non-elite athletes in a meaningless but in-context life defining race event.

And that is BC2”