MARK SAN BUENAVENTURA

ASK /

Help extend Cinelli's market presence in urban cycling through the addition of a pedal strap.

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CHALLENGE /

Most fixed gear freestyle pedal straps in the current market seem to be designed off the same template, outside of materials and visual design. Create added-value through a functional design proposition, and of course retaining the Italian reputation in material detail.

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PROCESS /

De-spec competitive set of freestyle pedal straps and understand the deficiencies. There was one insight that was consistent: ease of getting into strap + security on foot while using. We capitalized on this to create a more ergonomic shoe-friendly profile by creating a custom shaped hardware piece. Finished off with an HF welded reflective logo, this strap holds fast above the rest .