An open-source cycling team.

Super Relax Concept was an experiment to re-code the strict mores of traditional cycling teams. It rejected Euro-centric aesthetics and performance worship, instead encouraging creativity and kinship.

Everyone was invited. And they came. Riders from all over the globe wanted to join a club that exuberantly welcomed them and their creative spirit.

All promotion was word of mouth, friend-to-friend. Every rider who sent in a photo featuring their kit was added to the website roster.

Assets were shared freely; Relaxers custom painted bikes, made decals and screen savers, created videos and shared their adventures. Community-sourced brand building in action.

No sponsors. No promotion. No product beyond the kit. Just friends encouraging other friends to join.

Messaging cheerfully referenced good citizenship: Look Good. Be Nice. Keep Dreaming.