The Draft/Roadie
A unique catalog disguised as a cycling magazine, blending high-quality editorial content with product presentation. Featuring insights from coaches, nutritionists, biomechanical experts, builders, and designers, Roadie redefined how cycling products are showcased.
Problem
Traditional bike catalogs often fail to engage customers, feeling more like sales brochures than valuable content. The challenge was to present our three bike models in a way that resonated with cycling enthusiasts, offering more than just product specifications. We needed a format that provided real value—one that educated, inspired, and entertained while subtly integrating our brand.
