Doing It Right.
While most of the rest of mountain biking is trying their hardest to come up with three letter acronyms and new “standards”… these guys went out, made a simple and clean looking bike, and then marketed it with a video that is equal parts shredding and not-taking-things-too-god-damn-serious, with a dash of story.
That’s marketing done right: No Overdrive2 headtubes, no completely irrelevant lab results about miniscule amounts of increased stiffness, and no excessive slow-mo. Just a cute gal, some drifts, and a sense of humor is all it takes to sell some silly bicycles. Anyone who says otherwise is listening to the wrong marketing focus groups.