Brett Rheeder has impacted professional mountain biking significantly through various channels. Recently, he created Signature, a hard goods and component brand that respected the biking community. Signature has launched with a line of men's and women's apparel and hints at more products in development. Despite drawing skepticism with the statement that "Signature is not needed," the brand emphasizes its mission of unique style and progressive marketing. Rheeder's approach to the launch reflects a self-awareness aimed at attracting supporters by staying true to its core values.
"Signature is not needed. No one asked for it. However, like most great projects, it will find its home and supporters as long as we remain true to our mission of unique style, progressive marketing, and listening to our owners."
"Even reading over the press release material that landed in my inbox, I was impressed by how self-aware the entire launch has been."
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