Seeing Daylight’s BMXpertise

Design and BMX industry veterans Richard Huvard and Eugene Bustillos and their NeedThree Design Lab first saw Daylight in Spring 2015 while directing the resurgence of Staats Bicycles and Ciari Parts. For three years, they were responsible for the complete reinvention and resurgence of the brands, product development, and all global marketing, advertising, and race promotions. 

Cycling and BMX racing in particular, however, had not always been their design focus. As branding and marketing guys, Richard and Eugene have developed, designed and told brand stories for a noteworthy roster of Fortune 500 companies and consumer brands. But it was their passion for the action sports world and Richard's extensive experience promoting and managing national and world championship factory BMX teams for legendary race brands such as Diamondback and Yamaha, that led their agency into the BMX business - as the official brand and design agency for USA BMX where NeedThree created the sanction's new membership magazine, PULL, developed the new, and brokered and managed USA BMX National Series sponsorship programs with corporate partners Yamaha Motor Corporation and Fire Magic Grills. 

So after years of promoting BMX racing and race products for a host of the sport's leading brands, mainstream corporate sponsors, as well the national sanction itself - it should come as no surprise that the guys at N3 soon envisioned a new BMX brand, an American bicycle company that would embody the original spirit of the sport, and all that they had come to love about the art of the bicycle and going to the races. They saw daylight. They made their move. And Daylight Cycle Co. was born - going from a dream to a dream season in 10 short months, making the Daylight ARC c1 and the Daylight brand the brightest new star in the BMX world.