A Critical Mass rider in San Diego

Much is made these days of the incredible power and sway Millenials wield online, and it is justly deserved. However, it is their interactions with brands at retail, in real time, face-to-face, where real insights can be gained.

We own and run an incubator brand, Randy’s Recycled Cycles. It’s a simple model: we take old, discarded, or simply unwanted bicycles, recycle them, and resell them. It’s a largely sustainable enterprise, “green-wise”, and offers great bikes at very affordable prices – all of which are hot points with Millenials.

We knew that going in. What we didn’t now was just how passionate they are about retro AMERICAN-made bike frames, and how much it meant to them to have a “ride” with history! The hottest items in the shop are the 60s Schwinn and Raleigh frames which we powder coat in cool colors, refit with modern accessories, gears brakes, etc., and sell for a great price.

Sure, it’s a custom piece for the young rider, but the driving force behind the purchase is the throwback frame…the silhouette…the look…and the quality of craftsmanship they see and appreciate in the “old style” bike.

There’s a lot written about Millennials’ interest in Americana and their search for authenticity in brands, but through our work for clients and in our brand incubator experience we see it up close and personal, in real time.

Randy's Recycled Cycles, a Javelin incubator brand

At Javelin we champion the entrepreneurial spirit by continuing to take shrewd, calculated risks – at times for clients, at times for ourselves.  Own The Moment Productions is our brand incubator, where exciting new ideas are examined, prodded, exploded into reality, and then grown to maturity.

Incubator - photo from Axelhouston on Flickr

The mission of Own The Moment Productions is very simple.  We will innovate, create proprietary content, develop strategic partnerships, and deliver what’s next in experiential.  And we’ll have a blast doing it.

Want to come along for the ride?  Buckle up.  It’s going to be fast and it’s going to be loud.