People loved to root for SRAM when they were the underdog squaring off with SHIMANO, the world’s biggest cycling component brand. And even though the world’s best road racers had won every major grand tour and monument on SRAM, those victories brought big expectations. We needed to develop an entirely new way to present SRAM’s road offerings – one that spoke to all drop-bar cyclists as equals. SRAM needed a rally cry. An emotive, infectious, and empowering challenge for riders to open the road.
SRAMs revolutionary wireless electronic drivetrain RED eTap introduced the cycling worlds first shift logic inspired by the paddle shifting found in F1 cars.
We helped unveil the Grand tour ready RED eTap to the world, participating in product naming, logo design and even working with SRAMs ID design team to apply the product graphics to new gruppo themselves.
With RED eTap, you get the worlds most advanced shift logic. A shift logic that’s also the simplest: tap the right paddle to shift to a harder gear, tap the left paddle to shift to an easier gear. To unveil the logic to the racing world, we created temporary knuckle tattoos for SRAMs pro teams that explains how to use eTap in just two words.