Tour de France Cycling Shoe
C U S T O M L E T T E R I N G & D E S I G N D I R E C T I O N · S U M M E R 2 0 1 9
S Y N O P S I S
Louis Garneau teamed up with Olympic Cyclist, Mike "Rusty" Woods, to release a custom version of their Course Air Lite II Cycling Shoe for his first go at the world-renowned race. They approached me with a simple concept: Design something cool to match his current EF cycling kit.
I combed through Woods' Instagram seeking his most used quotes to form an instant connection between him and the design. Beyond that, my goal was to create a letter-driven graphic that not only matched his kit but would catch eyes when photographed during a race; tying images captured in a millisecond back to the essence of his brand, “Teamwork Makes the Dream Work.” A color-way was chosen and the inside script nixed in favor of a more consistent look, then we were off to the races!
R E S U L T S
The final design was sent to to Simon Fellows of Artful Kicks to be hand painted onto the shoes. Images of Woods donning his new kicks were used across the company's social media platforms and on their site to promote the Course Air Lite II Cycling Shoe. Woods dominated races after the Tour de France and went on to win the 100th Milano-Turino in October 2019 wearing them!
S U P P O R T I N G R O L E S
· Shoes Provided by Louis Garneau.
· Creative Collaboration with Mike Woods.
· Custom Painting by Artful Kicks in England.
Final Images by Louis Garneau & Getty Images
