In the winter of 1975, two gentlemen met at a dimly lit bar in a classic Wisconsin supper club where they engaged in a deep debate over what to call their fledgling bicycle company. Dick Burke suggested “Trek” because it called forth images of travel and adventure. And, from there the joy ride began.
From its humble beginning, handcrafting steel bike frames in a rural Wisconsin barn, to becoming one of the dominant players in a global multi-billion dollar cycling market, Joy Ride highlights Trek Bicycle Corporation’s Wisconsin heritage, design innovation, and dedication to making the world a more bike-friendly place. The exhibition includes famous road bikes like Jens Voight’s hour record bicycle and Lance Armstrong’s infamous “broken chain” bike to electric assist mountain and commuter bikes and art bikes created by Trek designers—yes, one is “blinged out” with gold and a paint job using alcohol inks.
Opening Party: Saturday, April 14 | 2:00–5:00
Meet Trek designers and artists from three opening exhibitions at MOWA. Enjoy printmaking with bike tires, live music by the Latchkeys, light bites and a cash bar.