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The Apollo was designed to be light, fast, and stable. I know, I know, I know - that's the most generic description possible. So let's get into the design process a bit.
We wanted to have a good balance between rimweight and maneuverability. Since concentrating mass at the rims sacrifices maneuverability for added stability, we designed the rims to scallop inwards to bring some of the rimweight closer to the center. Doing so allows the rimweight to not be too concentrated at the rims and aids in maneuverability. We also added a touch of centerweight with the raised hub, though the added centerweight is deceptively small: the mass at the hub is just slightly more than if we were to keep the hub flat. The result: a healthy dose of rimweight with just the right amount of centerweight (aka perfectly balanced).
Now with the profile, we combined rounded rims with a slightly scalloped catchzone. The rounded rims provide comfort. The scalloped catchzone provide minimized string friction. Together, we get a cohesive aesthetic quality similar to the Riddle, but far less extreme, more organic, and overall just more pleasing to the eye.
And finally, the first colorway: Inky Cherry Blossoms. A lot of words that don't flow too easily, yes, but they perfectly describe the goal for the colorway. A couple months back, I told the team that I wanted a colorway that resembled cherry blossoms. I envisioned a clear canvas (in my mind, it was white, but naturally that isn't exactly doable with anodization), with a light pink speckle to resemble the blossoms blown in the wind. I added a black splash to resemble the seemingly black branches of the cherry blossom. Granted, anodization can't perfectly replicate a literal cherry blossom, but I think this is pretty dang close.
At this point I'm honestly surprised that you're still reading this, so shout out to you. Reward yourself by copping one of these bad boys ;)