Innovation Fueled By Technology (Sports Tech Innovation Summit, London November 2013) Welcome to the innovation economy. In today's world knowledge, technology, entrepreneurship and innovation are the currency of sustainable growth. More than ever technology enables us to turn knowledge into more meaningful and human centric ideas. Specialized is one of the most innovative and successful cycling brands in the world. I will share my insights of how technology enables us to add and create value for the rider and to stay relevant in the age of empowered consumers. Integrating new technology and use of digital infrastructure accelerates all areas of our business. Founded in Silicon-Valley "by riders for riders" Specialized is focused on delivering a performance benefit for all riders. We live by "Innovate or die" since 1974.

2. INNOVATION FUELED
BY TECHNOLOGY

3. "IF YOU THINK, TECHNOLOGY
CAN SOLVE YOUR PROBLEMS
YOU DON’T UNDERSTAND
TECHNOLOGY AND YOU DON’T
UNDERSTAND YOUR PROBLEMS"

4. SPECIALIZED IS THE BRAND
BY RIDERS FOR RIDERS

5. 12:00

7. IF YOU CAN’T CHANGE
THE RULES
CHANGE THE GAME

8. APPLIES TO EVERYTHING WE DO SINCE 1974. INNOVATE OR DIE

14. SILICON VALLEY
LOCATION TO MIND SET

15. CREATE AND ADD VALUE
MAKE THINGS PEOPLE
WANT BEATS MAKE
PEOPLE WANT THINGS.

16. DATA EXPECTED
TECHNOLOGY
DIGITAL
VALUED

17. A BRAND
IS THE MOST
VALUABLE
REAL-ESTATE
IN THE WORLD
A CORNER
OF SOMEONES
MIND

18. JAROSLAV KULHAVY / SWITZERLAND
AUTHENTICITY >> TRUST

19. +
TECHNOLOGY STORYTELLING
“BRIDGING THE GAP BETWEEN
LOGIC AND MAGIC”

20. MCLAREN
WINDTUNNEL
TURBO
ITSMYTOUR
SPECIALIZED RACING
BODY GEOMETRY
STORYTELLING TECHNOLOGY
BRAND
INNOVATION ACCELERATES ALL AREAS OF OUR BUSINESS.

34. #ITSMYTOUR COMMUNICATION
166K
202K
435K
362K
54K
540K
1.1MI 115K
865K
14K
9.8 MILLION IMPRESSIONS

40. PHOTOGRAPHY
ICONOGRAPHY
Each icon is derived from the newly developed Fit mark through
the simple use of an angled, rounded and human graphic line.
Icons represent areas of contact between the rider, apparel/
component and bike.
SPECIALIZED / Body Geometry 2.0 logotype lock up with new iconography. Flexible
work to adapt to other formats.
Page 5

41. BE ONE WITH YOUR BIKE
BODY GEOMETRY IS THE MOST COMPREHENSIVE SYSTEM FOR CONNECTING BIKE
AND RIDER IN PERFECT HARMONY. BODY GEOMETRY FIT TIES THE SYSTEM TOGETHER,
MAXIMIZING THE EFFECTIVENESS OF BODY GEOMETRY SHOES, SADDLES, AND GLOVES,
TO HELP YOU RIDE FARTHER, FASTER, AND IN GREATER COMFORT.
CONTROL
ENHANCING YOUR ABILITY TO CONTROL YOUR
BIKE THROUGH BODY GEOMETRY PRODUCTS
THAT REDUCE HAND NUMBNESS AND FATIGUE
CORE
WITH PROPER ALIGNMENT AND ALL-DAY COMFORT,
BODY GEOMETRY PRODUCTS AT THIS CONTACT
POINT CAN INCREASE BLOOD FLOW, REDUCE OR
ELIMINATE NUMBNESS
POWER
OPTIMIZING POWER AND EFFICIENCY, BODY
GEOMETRY PRODUCTS PROPERLY ALIGN HIP,
KNEE, AND ANKLES
LOCKUP
Body Geometry logotype lock up with new iconography. Flexible
and supportive line-work to adapt to other formats.
SPECIALIZED / Body Geometry 2.0 Page 5

43. AN AUTHENTIC BRAND IS PURPOSE DRIVEN
WE WANT TO GET MORE PEOPLE ON BIKES.
WE BELIEVE THAT RIDING CAN TRANSFORM
LIFES AND CAN CHANGE THE WORLD.

44. THANK YOU
frank.aldorf@specialized.com