strategy / naming / identity / advertising / events / writing / environmental / digital

With BMX racing’s graduation into the Olympics as a full medal sport in 2008, this sport that was created by kids for kids was finally growing up and growing up big time. As the world’s largest sanctioning body for BMX racing, the American Bicycle Association seized this opportunity to reinvent and recharge BMX racing’s image. Through every touchpoint—whether interfacing with its members, spectators, consumers or corporate partners—the new ABA brand had to embody this new international sophistication while retaining its American race heritage that was born and bred out of the early motocross scene of the late 1960’s. The resulting brand story and look is fueled by big, bold colors and even bigger typography set against vintage parchment checkerboards and deep rich earth tones.

It’s grassroots going global.