project
kit design for adidas x 8bar
customer
adidas cycling
year
2017-2018
task
apparel and graphic design
8bar is a custom bike manufacturer from Berlin, emerging from the local fixie scene about a decade ago.
Over the years a variaty of different frames and concepts have been launched, all named after the cities districts like Friedrichshain, Mitte or Kreuzberg.
Today, 8bar provides high quality components in a wide range of colors allowing their customer to incorprate their own personality and taste into their new companion.
By organising and participating as the 8bar team in races and rides like „fixed 42“ or the „last man/women standing“ series the brand became a community stable.
I had the honour to design their racing kit from 2015-2018 during my time as an in-house designer at adidas. For graphics we took inspiration from the most recent 8bar racing frames at that time to create a full-on outfit, reflecting the DNA of both brands in an equally important manner. Usually the pairing of a mega brand with a grassroots brand might seem a little odd and understandably was raising some eyebrows within the community.
But adidas cycling is by no means comparebly to the football department in size and resources. Allthough having quite some heritage in the industry, the days of „Team Telekom“ have past long ago.
In 2010 we were starting from scratch. It took some years to develop an industry level and even exeeding standart for the base styles and obviously collaborating with as many people deeply routed in the community, compeeting in the most cuting edge races was one of the major ingreedience for possible success. For adidas it was super important to meet eye to eye, asking questions and leaving the days of a heavily drugged professional peloton behind. We were equally learning from each other, something I truely enjoyed during our joined projects.
www.8bar-bikes.com
Stefan Hähnel shot the fixie riding session in the Hangars of former Berlin Airport of Tempelhof.
Experiencing a long history from acricultural use over serving for military purposes to being turned into an airfield, becoming historically popular during Berlin Airlift after Worldwar II, Tempelhof Field today is the lagest recreational area within a city worldwide.
The wide and open field gets populated by people doing any kind of sports, relaxing citizens or some folks practising urban gardening. It ́s a unique social and cultural spot in the heart of an ocean of houses and streets. Whenever I go there, I feel a sense of joy and relieve from being able to let my eyes wander on 355ha of open land.
www.stefanhaehnel.com
