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HOW IT STARTED
IT BEGAN WITH A LOVE OF BICYCLES.
When I graduated from college in 1974, I wasnt sure what I wanted
to do next, but I knew it was going to involve spending more time
on my bike.
Back then we riders were outcasts; drivers in California werent
sure cyclists should be on the road, and people in coffee shops
stared at us in our funny riding shorts and shoes. I knew that things
were different in Europe, so I sold my VW Microbus for $1,500 of
Adventure Capital that financed a trip to ride the roads that are the
roots of cycling culture.
By sleeping in farm fields and youth hostels and working in bike
shops when I could, I rode for three months on a route from north to
south. While staying at a hostel in Milan, I met a girl who knew the
legendary frame and component craftsman, Cino Cinelli. I spent a few
bucks on a suit and shoes and went to meet Signore Cinelli. After my
impassioned presentation, he agreed to let me distribute his rare parts
in the USA, and I placed my first order.
THE BRAND
FOUNDATION
OUR FOUNDING
PRINCIPLE
I called the company Specialized because in
Europe the artisans who really focused on riders,
knew what they needed, and made the best
frames and components were known as
Specialistas. I wanted to create exactly that kind
of company, so Specialized was founded with this
core principle:
OUR VISION
At Specialized, we are driven by one vision that
is as simple as it is bold:
OUR MISSION
Working here is exciting. Theres no doubt about
it. But as with all fast-paced environments, you
may occasionally stop and think, What am I
doing? At those moments, remember the
passion for cycling that got you here and which
brings us all together. Be clear that Specialized is
a competitor; a passionate team that wants to win
in everything we do by working together. Our
Mission is to:
THE
SPECIALIZED
WAY
Working together in a highly collaborative, transparent
environment is The Specialized Way. Our Paired Principles
are fundamental to defining our Way. They act as guideposts
for our products, our processes, and our actions. Think of
each set as a cornerstone of the Specialized foundation.
As caretakers of the brand, our responsibility is to make
decisions that operate and build the brand within the scope
of these five sets of principles:
>> Function + Innovation
>> Value + Quality
>> Authentic + Engineered
>> Timeless + Exciting
>> Sustainable + Uncompromising
RACHAEL LAMBERT, WOMENS PRODU CT AND MARKE T ING MANAG ER
FUNCTION + INNOVATION
Innovate or Die. This philosophy has long
served us well in everything we do, from
what we make to how we run our business
to how we act; however, what brought us
here will not bring us into the future. We
must create new solutions.
VALUE + QUALITY
Our bikes and equipment must stand up to the use of riders
who tax the limits. We must exceed rider expectations.
Our product must be perceived as worth the investment,
no matter the amount spent. Our service and our company
culture in general should follow this model of positively
exceeding expectations.
AUTHENTIC + ENGINEERED
To be authentic, we need to be true to the needs
of the rider. We must be the real deal. But we
also need to be engineered, calculated, and
intelligent to achieve the goal. This applies to
everything we do.
CHRIS DALUISIO, DIRECTOR OF ADVANCE D R & D
TIMELESS + EXCITING
Our work must be inspired and enduring. Our bikes
and equipment must make riders want to ride. What
we make needs to look fast even standing still, and it
needs to do that today, tomorrow, and in two decades.
SUSTAINABLE + UNCOMPROMISING
Before we act, we must consider the long-term effects of our
actions on the earth, on relationships, on people and make
decisions from this point of view. We must always find the
intersection between performance and sustainability.
WE ARE
SPECIALIZED
There are no options here. We know who we are, what
we stand for, and where we are going.
If we live the words and the meaning of this document,
We will continue the journey to be the Best Cycling
Brand in the World.