ABOUT

An informed heritage brand for one of cycling’s most famous grand tours.

Giro Legends evokes the era of steel framed bicycles, wool jerseys and the drama of ‘La Corsa Rosa’. Based around the famous Giro d'Italia cycling race, it is a celebration of the greatest cycling heroes of the sport and their stories  — both known and unknown.

A brand marque, collateral materials, merchandise and apparel were all developed. Cohesively communicating a feeling of both history and heritage, the legacy and romance of the race was effectively realised through a combination of curated photography, crafted stories and informed typography. This was a vintage spin on one of the major events in cycling’s sporting calendar.