The unexpected mash-up between Specialized and legendary shoemaker Allen Edmonds was pure serendipity – a project that came together at the right time, with the right people. I’m Chris Riekert, and from 2009 to 2019, I led brand marketing for the road business at Specialized Bicycles.
At the time, we had just launched the S-Works 6 road shoes. They landed with mixed reviews – some riders loved the locked-in secure fit, while others found them almost unrideable for the exact same reason. It left us scrambling to win back customers who had come to expect the best from our footwear.
