Design in Motion

Creating a design with such depth involves a lengthy process of refinement. It starts with broad inspiration—from fashion runway trends all the way to outdoor sports gear and skateboarding aesthetics—and then distills into a cycling-specific narrative. Layer by layer, the kit takes shape.

“I like to think of it as building a dynamic canvas,” Sampson says. “First, you have gradients transitioning across the jersey, representing energy in motion. Then come the particles, distributed to create focal points and contrast. Finally, graphical elements frame logos and emphasize the team’s identity.”

But translating art to functionality requires balance. It isn’t just about visuals—it’s about performance. The kit uses high-tech fabrics: breathable meshes for summer stages, aerodynamic materials for sleeves, and tailored fits for each rider. Every detail is tested to enhance performance while maintaining the design’s integrity.

The design is a nod to the past while carving a path forward—there’s an evolving lineage here. Last year was about harmonic ripples and sound; this year, it’s about the energy that makes up every spark of effort, every fluctuation of power. 

“This team thrives on high energy,” he says. “There’s this constant fluctuation of power and I wanted the kit to embody those moments—how energy radiates, transfers, and builds.” But it’s not just the physical exertion cycling demands, but the ebb and flow of effort, the collective synergy of a team working as one, and the dynamic rhythm of race day. 

The resulting design features vibrant, particle-like motifs rippling across the fabric, mimicking bursts of energy and motion. “These particles represent the highs and lows, the moments of exertion and recovery,” he adds. “They’re a visual interpretation of the sport’s dynamic nature, from the collective push to the personal grit of every rider.” 

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Colour plays a crucial role in telling this story. Sampson chose electrifying hues of coral, pink, orange, and purple to convey vibrancy and power, contrasted with grounding elements to allow the design to breathe. These colours don’t just stand out in the peloton—they symbolize the team’s bold spirit. 

“Cycling is such a visually chaotic sport,” Sampson reflects. “But when you see the CANYON//SRAM zondacrypto riders, you know exactly who they are. The kit must match their energy and make them impossible to miss.” 

Sampson recognizes the broader cultural significance of his work. “This isn’t just about aesthetics,” he explains. “It’s about visibility.” 

Women’s cycling has long fought for equality, and the CANYON//SRAM zondacrypto team stands at the forefront of that battle. “This team is powerful, not just as athletes but as role models,” he says. “The goal is to have their kit reflect that. It’s bold, unapologetic, and it demands attention—just like they do.”

The kit’s impact is already evident. Sampson recalls the joy of watching his 5-year-old daughter light up seeing the team race. She pointed at the screen and said, ‘My dad helped with that.’ “That moment meant everything,” he reflects. “It’s about inspiring the next generation of women to see what is possible.” 

The CANYON//SRAM zondacrypto kit is more than just a uniform; it’s a symbol. For the team, it’s a statement of unity and identity. For the audience, it’s a beacon of empowerment and progress. Sampson sums it up best: “This kit stands for the strength and dynamism of these women. It’s not about me—it’s about them and what they represent.” 

As it streaks through the peloton, it leaves an indelible mark—not just on the sport, but on everyone it inspires. “I hope it resonates with everyone who sees it,” he says. “For the team, I want it to make them feel powerful. For the fans, I hope it evokes awe and admiration.” 

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