GT BICYCLES

Back in the day, GT was a formidable bike brand. They innovated. They attracted the best riders. Basically, they were just plain cool. But it all changed when they began selling their bikes in big box retailers like Wal-Mart because it alienated their lifeblood - independent bike dealers. On top of that, R&D funding and marketing dollars dried up. Our job was to make GT relevant to independent bike shops and serious cyclists once again. We started with a group we dubbed Privateers: people who race bikes but still hold down day jobs.