Our long time friend, Phil Shettig, who we’ve worked with throughout the years came to us when he and a group of like-minded souls purchased SRD with an aim to shake up that slice of the industry a bit.  We worked with Phil to help parse out who that core race consumer was and what they might be looking for from a race driven brand.  We helped distill the Vision-Mission-Value Statements, and from their it quickly became evident that rebranding might enable them to more quickly reach into the hearts and minds of that demographic and help them understand that this was a company that not only understood them, but was focused on being completely authentic in service of athletic performance.  Awesome to see how they have followed through on their dedication to supporting racers of all stripes.

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