Pedal Harder

Pedal harder was a personal experiment during the 2012 USA Pro Cycling challenge, to see if I could get a few folks I knew to raise the energy and create some buzz as the big race came through town.

The premise was simple get people excited and give them something to show the racers they go even a little harder. We handed out over 1500 simple 11×17 color prints to people on the course from north Boulder to Flagstaff.

The result? People were into it, our hashtag Instagram blew up and if only for a moment…everyone wanted to pedal harder.

Kids loved it.

Racers loved it.

And the big kids really loved it!

There was even evidence of it long afterwards. Pedal hard. Always.