About
FORM8ION creates create world-class products by drawing on over 35 years of experience in cycling, outdoor, and action sports. Our team specializes in technical footwear, apparel, helmets, and equipment—built for performance and driven by innovation.
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​As master collaborators, we align strategy with emerging technologies and spark new business opportunities. We bring clarity to every phase: strategy, design, development, global manufacturing, and go-to-market, ensuring seamless execution from concept to consumer.
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We untangle complexity and connect the dots across a global network of top-tier talent. The result? Exceptional products that move industries forward. Let's partner and do something big.
Carl Bird
Eric Horton
Why FORM8ION?
Research & Strategy
Entering new and highly competitive categories can be daunting and come with a steep learning curve. We are brand-focused thinkers who partner closely with senior leadership, marketing, and sales teams to embrace your unique DNA and unlock growth. Our approach is grounded in user research, competitive analysis, and a keen eye on emerging innovation. With deep expertise in design, business, and marketing combined with global insight, we craft distinctive product perspectives that set brands apart.
Design & Innovation
We’ve spent our careers conceiving and launching products that energize the industry. Our team brings deep expertise in athlete collaboration, graphic and industrial design, advanced concept development, materials innovation, and biomechanics. As specialists in apparel, footwear, helmets, and equipment, we combine technical proficiency across carbon fiber, advanced textiles, and progressive manufacturing techniques. We deliver unique solutions that stand out with aesthetic impact, emotional resonance, and measurable performance benefits.
Sourcing & Commercialization
As seasoned global travelers, we’ve spent over 30 years building and managing partnerships across Europe, Asia, Central America, and the United States. Our extensive experience in product development and commercialization helps identify the right partners to solve complex manufacturing challenges and deliver high-integrity products. We tap into a trusted network of best-in-class suppliers, always with the goal of establishing long-term, strategic relationships that strengthen your supply chain.
Sustainable & Ethical
Creating truly sustainable products in the most responsible way is a complex challenge. Whether your focus is waste reduction, recyclability, green chemistry, or full circularity, we are passionate about driving progress and sharing our knowledge and experience. We also work closely with partners to support goals around ethical standards and full supply chain transparency, helping to build products and practices that stand up to scrutiny and lead with purpose.
