Cultural Anthropology, Meta Marketing, Performance Art, Exploration

Daniel Wakefield PasleyHost

Kyle von HoetzendorffHost

WHOOSH: Red Hook Crit London

August 1, 2017

Team Specialized Rocket Espresso's campaign is maybe a metaphor or a lesson or catalog of all that can and will happen in a race like this race.

Excerpt from WHOOSH with Specialized Rocket Espresso

WHOOSH is a speed, WHOOSH is combat, WHOOSH is challenge, interaction, agitation, and elegance.


Western Recreation

Western Recreation is the study of the recreational habits and habitats of the American West.

July 4, 2013

WR: Venice Beach

There is a good chance I don’t need to tell you anything about Muscle Beach, such is its position …

July 13, 2013

WR: Bonneville Salt Flats Test & Tune

This is Bonneville. It’s here, during the trials of the late summer and early fall on a desolate s…

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MFS Kit Series 2017

June 21, 2017

Continuing the tradition started with our MFS Artist Residency in 2015, MFS commissioned four artists to obliterate the rules of cycling kit design.


Project Y v1 is a serious study of why humans pursue activities that challenge and push our emotional, physical, psychological, and spiritual limitations. The end result of this project will be a full-length documentary in which we hope to give the viewer a better understanding of why we test these limitations.

June 3, 2017

Project Y: DK 200 Race Day

We’ve arrived at the Dirty Kanza 200. For Project Y this would be the final test: our Subject Athl…

March 27, 2017

Project Y: DK200 Team Camp

The Project Y: DK200 team meets for the first time.

March 21, 2017

Introducing Project Y Subject Athlete #5: Benedict Wheeler

Introducing our fifth Subject-Athlete: Benedict Wheeler – The Unexpected

March 17, 2017

Introducing Project Y Subject Athlete #4: Sarah Thomas

Introducing our second Subject-Athlete: Sarah Thomas – The Seeker

March 15, 2017

Introducing Project Y Subject Athlete #3: Hahn Rossman

Introducing our second Subject-Athlete: Hahn Rossman – The Sage

March 9, 2017

Introducing Project Y Subject Athlete #2: Reese Ruland

Introducing our second Subject-Athlete: Reese Ruland – The Natural.

March 7, 2017

Introducing Project Y Subject-Athlete #1: Adrian Bennett

Introducing our first Subject-Athlete: Adrian Bennett – The Youth.
Manual for Speed

2017 Tour de France

At the Races: Tour de France Fan Edition

When Soigneur Magazine commissioned us to create a profile of four individuals that make the Tour de France the most prestigious and remarkable cycling race ever, we decided to feature four TDF Fans.

2017 Tour de France: Stage 17

I don’t have a Part One to share with you. And I feel so bad about that. I feel a sense of despondency and profound dismay. I’m in a deep AF funk.

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