We Dare is a project born from passion between another female designer and myself at Specialized. Being a creative leader and seeing how few women are within the company, I wanted to create a campaign around the strength of being a woman and the freedom that a bicycle has given to women throughout history. Pulling inspiration from pivotal social moments where women fought back and refused to accept the word no. We wanted to not only create conversation within cycling, but create an opportunity for all women to use their voice to tell the industry that everyday is Women’s Day, and that we dare them to tell us no.