Designing the future | Trek x MIAD student art collaboration
In a sunlit studio in Milwaukee's Historic Third Ward neighbourhood, 35 graphic design students review slides of classic cycling posters in the art nouveau style. It's the first meeting of a collaboration between Trek and the Milwaukee Institute of Art and Design (MIAD), a programme that Trek's Creative Director Collin G. hopes will spark a deeper connection between local student-artists and an iconic brand in the same state.
The exercise begins with a lesson on the Trek brand, followed by a unique creative challenge in the form of a real client brief. In the past, we've asked students to create work celebrating women in racing, showcasing innovative products and capturing the energy of Trek's cycling events. The ask is deliberately simple: create a 24 x 36 poster. But how students bring their vision to life – whether through digital art, paint or mixed media – is entirely up to them.
The exercise begins with a lesson on the Trek brand, followed by a unique creative challenge in the form of a real client brief. In the past, we've asked students to create work celebrating women in racing, showcasing innovative products and capturing the energy of Trek's cycling events. The ask is deliberately simple: create a 24 x 36 poster. But how students bring their vision to life – whether through digital art, paint or mixed media – is entirely up to them.
The creative process is collaborative from the start. Students develop two rough sketches, presenting their concepts to Trek's team for feedback before creating their final work. This back-and-forth mirrors real-world creative partnerships and gives students invaluable industry experience. And the winning posters don't just disappear into portfolios – they come alive in Trek's world.
You'll find them on the walls of Trek headquarters, in bike shops around the globe, featured as catalog covers and in the homes of cycling enthusiasts. We've also hosted art shows featuring the students' work, creating opportunities for these emerging artists to see their creations celebrated professionally.
As part of our partnership, Trek has also contributed to MIAD's program fund and rewards scholarships to selected artists. Those whose work Trek licenses are compensated for their creative contributions.
Our work with the students at MIAD isn't just about creating great art – although great art has surely come from it. It’s about building connections, sharing ideas and watching new voices take the lead. Every year, their work surprises us, reminds us why we value creativity and offers a glimpse into the future of design and cycling culture alike. And if the past few classes are any indication, that future is bright.
You'll find them on the walls of Trek headquarters, in bike shops around the globe, featured as catalog covers and in the homes of cycling enthusiasts. We've also hosted art shows featuring the students' work, creating opportunities for these emerging artists to see their creations celebrated professionally.
As part of our partnership, Trek has also contributed to MIAD's program fund and rewards scholarships to selected artists. Those whose work Trek licenses are compensated for their creative contributions.
Our work with the students at MIAD isn't just about creating great art – although great art has surely come from it. It’s about building connections, sharing ideas and watching new voices take the lead. Every year, their work surprises us, reminds us why we value creativity and offers a glimpse into the future of design and cycling culture alike. And if the past few classes are any indication, that future is bright.