Visual Note // Changing Perspectives

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 become 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. For this, we have teamed up with fashion photographer and director Raphael Schumacher. What are two, high-performance products for the cycling world, he has interpreted in a completely new way for himself.

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




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

- Raphael Schumacher

"The power and versatility of the sport and the collection are embodied in the unequal relationship, but are nevertheless linked (activity vs. concentration). Ruben chose to be caught, figuratively, with various indefinable (graphic) layers.

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

- Raphael Schumacher

Discover now:
The Generator Arrow Sonic Bike Set

Generator Arrow Sonic Bike Set

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