Seeing Daylight’s BMXpertise

Brand Marketing and BMX industry veteran, Richard Huvard, together with his NeedThree Design Lab partner, Eugene Bustillos, first saw Daylight in Spring 2015 while directing the resurgence of another BMX race brand. For three years, Need Three designed and orchestrated the complete reinvention and resurgence of the Staats Bicycles/Ciari Parts brands, including 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 Redman/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, helped to develop the new usabmx.com, and brokered and managed USA BMX National Series sponsorship programs with corporate partners Yamaha Motor Corporation and Fire Magic Grills. 

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So it wasn’t that much of a leap. that 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 - Richard 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 it’s first year, making the Daylight ARC c1 and the Daylight brand the brightest new star in the BMX world.