Originally Posted by RedheadDane
I've been wondering the same. Both the shape and the colour of the thing are pretty given so... I guess all there is to design is placement of the logos...
Paul Smith is a big cycling fan, his studio is littered with bicycles. He has done a few things with Rapha, who as we know is the kit sponsor of team sky now.
Team Sky won the tour with Bradley Wiggins, who has shot to fame because of his accomplishments.
The giro has tried hard to entice Wiggins to race, as part of them trying to "internationalise" their event.
Wiggins is British, and in Britain there has been a big rise in the popularity of cycling lately, due to Cavendish and Wiggins being right at the top.
Paul Smith is also British, which ties into their "Internationalisation", which ties perfectly into their marketing and promotion strategy, which will give more value to them in the regions they are trying to promote in than someone like Armani rolling out the kit.
Thats why the Italians need a British designer to do the Maglia Rosa. Also, even the most managed style guide needs a designer to interpret it in some way, so why not get one that gives you maximum exposure.
all in all, great move by the organisers.