While the industry is busy making heroes of themselves and their gear, mountain biking’s most iconic brand RockShox needed to get back to the roots of what mountain biking is all about: the rider. So they put the rider at the center of everything they do – from new product design to an onslaught of creative campaign work.
Everyone wants to share the things they love to their friends and family. For mountain bikers on Facebook, that means having an incredible action photo to show off their steez and get some kudos. So RockShox created the Money Shot, a free magazine-worthy pic taken by the world’s top mountain bike photographer, Sterling Lorence.