Unforgettable Collaboration: The Story Behind Specialized and Allen Edmonds
As I reflect on my decade-long journey in the marketing realm of the cycling industry, few projects stand out as vividly as the thrilling collaboration between Specialized Bicycles and Allen Edmonds. It was an unexpected fusion of two brands that became a symbol of creativity, craftsmanship, and bold ambition.
Setting the Stage: A Battle for Market Relevance
From 2009 to 2019, I was at the helm of brand marketing for the road segment at Specialized. The launch of our S-Works 6 road shoes was met with mixed feedback. While some cyclists reveled in the shoes’ secure fit, others felt it made for an almost unbearable riding experience. This dichotomy left us scrambling to regain customer trust and loyalty, especially as we faced intensified competition from nimble brands driven by fashion-forward designs, like Giro with their vibrant Empire lace-ups.
Identifying a Need for Change
Faced with shrinking market share, I knew we needed something extraordinary to reinvigorate our lineup. That’s when inspiration struck: a collaboration with Allen Edmonds, a brand synonymous with high-quality craftsmanship and timeless style.
The Vision: Blending Performance with Elegance
As a long-time fan of Allen Edmonds’ classic tan leather footwear, I pitched the visionary idea of merging our cutting-edge S-Works “Powerline” carbon sole with their exquisite leather craftsmanship. The moment I presented this proposal to Nick Gosseen, the director of Specialized’s footwear team, I received the much-needed green light to explore this collaboration further.
Coincidental Connections
Just when I thought serendipity had graced our endeavor, I reached out to a contact at Allen Edmonds, only to discover he was not just a casual rider—he was a former professional cyclist who had raced in the Paris-Roubaix during the ’80s! This connection opened the doors to endless possibilities.
Crafting the Perfect Prototype
With enthusiastic support from Allen Edmonds, we delved into their design library and began the painstaking process of prototyping. We chose several styles to test the potential of the collaboration, and our footwear designer Marco Tores led the charge with our factory. The journey was not without its hurdles; our lasts, with more volume than customary for Allen Edmonds, posed challenges that resulted in a few torn uppers during fitting. However, creativity prevailed, and we adapted to find a solution.
The Result: A Dream in Design
What emerged from our workshops were truly stunning creations—carbon-fiber soles seamlessly fused with luxurious leather uppers, adorned with the signature craftsmanship of Allen Edmonds. These shoes were poised to redefine expectations in both cycling performance and style, a vision that was truly revolutionary.
The Dilemma: When Dreams Collide with Reality
However, as we approached the final phases, stark realities set in. The production costs spiraled beyond feasibility, and we grappled with how best to launch these masterpieces. Simply releasing them in bike shops felt inadequate for such extraordinary footwear, and we ultimately made the heart-wrenching decision to shelve the project.
A Unique Legacy
Despite this setback, a select few pairs of these groundbreaking shoes exist—each a unique testament to a moment of creative luck. They remain a captivating legend of what could have been in the cycling world. And who knows? A future revival could always emerge through platforms like Kickstarter.
The collaboration between Specialized and Allen Edmonds may not have hit the market, but it perfectly encapsulates the thrill of innovation and the beauty of ambition in brand marketing. This story will remain etched in my mind as a reminder of what true collaboration can achieve!
