Fashion model by day & copywriter by night! Chuck Lewis has been at Performance since nearly the beginning of our company, so we asked him to write up a few memories about the Fall/Winter 1984-85 catalog:
“Back in the early days Richard Snook and I shared copy writing responsibilities, frame prepping and wheel building skills, and even provided the occasional talent for catalog photos.”
“On page 34 Richard donned a shop apron to give an old world nostalgia look to the custom assembled bike-in-process. He also wrote the copy below the picture. What you don’t see in the picture is the box of Chips Ahoy cookies he always had close at hand!”
“Pete Walther and I shared the local talent responsibilities along with a Carolina Co-ed for the shot of rain gear taken in the Coker Arboretum on the UNC-Chapel Hill campus (that’s me hiding under the rain hood). I’m pretty sure we got the picture you see in one take. After all we had to rush back to work and get the last of the orders packed and shipped out for the day.”
“I wrote the full page of copy for the two Performance frames one night after work. This was done on a vintage Smith-Corona portable manual typewriter (try Googling that one!) I brought all my skills as a former English major to bear on the labor of love to bring the bike frames to life on the page. Richard came up with the name Campione for the racing frame and I chose Blue Ridge for the touring frame. I’ve visited the parkway all my life and the name was a natural fit. I remember picking out the colors and script for the logos and name badges at a graphics design studio in Raleigh. It was exciting to be involved in so many different aspects of the business from its early beginnings.”
Here’s a photo of Chuck today, still the proud owner of his custom-built Performance bike (with a few updates added along the way).