Mood Concept:
Triathlon is not merely a sporting event, it’s a life-style. These are highly competitive athletes with aggressive attitudes, and their shopping experience should reflect that. Large images of athletes participating/training in the sports of the triathlon work to internalize the emotion of the site visitor. As the shopper begins browsing the large selection of products available, they project that product into their own self image. Aggressive shapes and non-parallel elements work to create visual excitement in the shopping experience. 

Color Palette:
The brand colors are assembled and designed to create a sense of cool energy. They are powerful and electrifying, as if to coarse through the veins of the athlete in a demonstration of victory.