To demonstrate the power of the third generation of its Turbo electric bike, Specialized announced on the Tour de France an epic face-off on the hills of San Francisco between the world’s fastest cyclist, three-time world champion Peter Sagan, and Grandma Joan, an 81-year-old on a Turbo. The campaign also appears on social media in which Grandma Joan challenges Peter to a race. A 60-second TV spot revealed the outcome on day 7 of the Tour. 

Released: July 2018

Tags:

San Francisco, Specialized

One of the crown jewels of Specialized Bicycle’s offerings is the Roubaix, a men’s bike built for the hellish one-day Paris–Roubaix race, which Philippe Gilbert won in 2019. But, in a momentous shift: the new Roubaix has been designed as a gender-neutral bike and will launch a category-defining departure from gendered frames altogether.

To announce the news, Specialized released a powerful spot the week of the Paris–Roubaix itself. The spot is told from the point of view of the road—and not just any road, but the most grueling section of cobblestone in the race, the Trouée d’Arenberg.

In the film we hear the menacing voice of the road explain how it lives to inflict pain on its riders, irrespective of gender. The film’s climax then reveals that the Roubaix riders are in fact women—a poignant act on this stage of the all-male race. 

The equality-championing brand ends the film with a call to open up the Paris–Roubaix race to all genders, just as Specialized has done with the Roubaix bike.

Released: April 2019

Tags:

San Francisco, Specialized

We all learned to ride bikes as children. But before adulthood most people stopped. They lost the thrill, found other ways to get around, or felt cycling was only for hardcore riders like Rich Silverstein.

But as cities around the world begin to rethink transportation for the future, Turbo electric bikes have the power to be at the forefront of the movement. On a Turbo you can ride faster, farther and for longer than ever before, making it a legitimate transport alternative.

So we created a campaign entirely in-house to celebrate all the benefits of riding Turbo, encouraging everyone to get back on bikes. We invite people to recapture the thrill of cycling, and even call out Donald Trump on a need to fight climate change, ending the film with a rallying cry to the world, “Let’s learn to ride again”.

Released: May 2020

Tags:

San Francisco, Specialized

We all learned to ride bikes as children. But before adulthood most people stopped. They lost the thrill, found other ways to get around, or felt cycling was only for hardcore riders like Rich Silverstein.

But as cities around the world begin to rethink transportation for the future, Turbo electric bikes have the power to be at the forefront of the movement. On a Turbo you can ride faster, farther and for longer than ever before, making it a legitimate transport alternative.

So we created a campaign entirely in-house to celebrate all the benefits of riding Turbo, encouraging everyone to get back on bikes. We invite people to recapture the thrill of cycling, and even call out Donald Trump on a need to fight climate change, ending the film with a rallying cry to the world, “Let’s learn to ride again”.

Released: May 2020

Tags:

San Francisco, Specialized

We all learned to ride bikes as children. But before adulthood most people stopped. They lost the thrill, found other ways to get around, or felt cycling was only for hardcore riders like Rich Silverstein.

But as cities around the world begin to rethink transportation for the future, Turbo electric bikes have the power to be at the forefront of the movement. On a Turbo you can ride faster, farther and for longer than ever before, making it a legitimate transport alternative.

So we created a campaign entirely in-house to celebrate all the benefits of riding Turbo, encouraging everyone to get back on bikes. We invite people to recapture the thrill of cycling, and even call out Donald Trump on a need to fight climate change, ending the film with a rallying cry to the world, “Let’s learn to ride again”.

Released: May 2020

Tags:

San Francisco, Specialized

We all learned to ride bikes as children. But before adulthood most people stopped. They lost the thrill, found other ways to get around, or felt cycling was only for hardcore riders like Rich Silverstein. 

But as cities around the world begin to rethink transportation for the future, Turbo electric bikes have the power to be at the forefront of the movement. On a Turbo you can ride faster, farther and for longer than ever before, making it a legitimate transport alternative. 

So we created a campaign entirely in-house to celebrate all the benefits of riding Turbo, encouraging everyone to get back on bikes. We invite people to recapture the thrill of cycling, and even call out Donald Trump on a need to fight climate change, ending the film with a rallying cry to the world, “Let’s learn to ride again”.

Released: May 2020

Tags:

San Francisco, Specialized

One in nine kids is diagnosed with attention-deficit/hyperactivity disorder (ADHD). Research shows that a bike ride a day can help such kids slow down their racing minds and focus. See what happens when kids seeking to break the frustrating cycle of ADHD take to the streets on their bikes in this fast-moving film from the Specialized Foundation, an offshoot of Specialized that touts cycling’s positive effects on health and well-being.

Released: July 2017

Tags:

San Francisco, Specialized, Film

One in nine kids is diagnosed with attention-deficit/hyperactivity disorder (ADHD). Research shows that a bike ride a day can help such kids slow down their racing minds and focus. See what happens when kids seeking to break the frustrating cycle of ADHD take to the streets on their bikes in this fast-moving film from the Specialized Foundation, an offshoot of Specialized that touts cycling’s positive effects on health and well-being.

Released: July 2017

Tags:

San Francisco, Specialized, Film

One in nine kids is diagnosed with attention-deficit/hyperactivity disorder (ADHD). Research shows that a bike ride a day can help such kids slow down their racing minds and focus. See what happens when kids seeking to break the frustrating cycle of ADHD take to the streets on their bikes in this fast-moving film from the Specialized Foundation, an offshoot of Specialized that touts cycling’s positive effects on health and well-being.

Released: July 2017

Tags:

San Francisco, Specialized, Film

One in nine kids is diagnosed with attention-deficit/hyperactivity disorder (ADHD). Research shows that a bike ride a day can help such kids slow down their racing minds and focus. See what happens when kids seeking to break the frustrating cycle of ADHD take to the streets on their bikes in this fast-moving film from the Specialized Foundation, an offshoot of Specialized that touts cycling’s positive effects on health and well-being.

Released: July 2017

Tags:

San Francisco, Specialized, Film

One in nine kids is diagnosed with attention-deficit/hyperactivity disorder (ADHD). Research shows that a bike ride a day can help such kids slow down their racing minds and focus. See what happens when kids seeking to break the frustrating cycle of ADHD take to the streets on their bikes in this fast-moving film from the Specialized Foundation, an offshoot of Specialized that touts cycling’s positive effects on health and well-being.

Released: July 2017

Tags:

San Francisco, Specialized, Film