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Visual Note // Changing Perspectives

When we hold the new Generator Arrow Sonic Bike Set in our hands, we are incredibly proud. Because it is the result of our efforts to get a little better every day. A bike combination that sets standards in terms of performance, sustainability, and design.

Such special products deserve to be presented in a unique way. To do so, we teamed up with fashion photographer and director  Raphael Schumacher. What are two high-performance products for the cycling world, he has interpreted for himself in a completely new way.

An artful change of perspective.
A tribute to the courage to break new ground.


ARTIST: RAPHAEL SCHUMACHER

MODEL: RUBEN ZEPUNTKE

PRODUCT: GENERATOR ARROW SONIC BIKE SET

"How do I take a consistently structured athlete out of the comfort zone? My solution: create a framework in which I can proceed instinctively in order to get closer to people, clothing and movement. A framework that, above all, does not represent a limitation of possibilities. A framework in which Ruben and I have the possibilities to act spontaneously and playfully."

- Raphael Schumacher

"The power and versatility of the sport and the collection is embodied in the unequal relationship, but somehow related (activity vs. concentration). Ruben settled for being captured, in a figurative sense, with various indefinable (graphic) layers.

All in all: from carefully staged shots to spontaneous moments, this offers my perspective on the collection and triathlon."

- Raphael Schumacher

Explore now:
The Generator Arrow Sonic Bike Set

Generator Arrow Sonic Bike Set

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