If you are familiar with Trek's website, you likely know how their Project One offerings worked. First, you choose one of the select Trek bikes that offers the Project One custom build option. Once you have chosen a bike, you can select the component build you would like before proceeding to the customizable paint options. The paint tiers are Select, Signature, and ICON series, and also have options for customizing the Trek logo on the frame.
While Hatfield is best known as the creative brain behind many of Nike's most memorable and game-changing shoe designs, he's also a guy who knows a thing or two about great design in general-including that an innovative approach is bound to stir up strong reactions. In the vast landscape of bike design, things aren't much different than in footwear: as much as people say they want innovation, they're often quick to criticize when something looks a little different.