ABOUT

An Achievable Challenge

CARTEN100 is a fun* cycle event that sets an achievable challenge for novice riders, encouraging them to become fit and enjoy cycling.

From an initial four riders in 2004, the challenge of riding the *100 miles from Cardiff to Tenby has grown in popularity, with more and more friends, colleagues, and acquaintances joining in.

Today, CARTEN100 has over 1800 riders taking on the challenge. In 2018, the event celebrated a million pounds raised for good causes.

We were invited to design the poster for its 20th year, and being keen cyclists ourselves, we did.

What does a cyclist look like? A tall, thin man with the sinuous grace of a cat or the MAMIL?

This is Carter. He's tall and thin with the sinuous grace of a cat. He's who we are when we go out. For everyone else, he's not to be taken seriously; he's the fun in the event. He's the cliché. He's the MAMIL who thinks he has the sinuous grace of a cat. But he's in there somewhere…