New Bontrager Wheels and Tires
Copywriting and creative direction
Spring 2024

Trek needed a tire refresh, and to keep up with the ever-changing gravel trend of bigger being better, we unveiled two new tire treads for even more terrain: Betasso and Girona.

For this project, I provided all of the marketing and product copy, assisted in creative direction, and coined the name Betassso for one of the tires — inspiration from one of my favorite places to ride just outside of Boulder where I went to college.