SRAM RED is the world’s most technically advanced groupset – it’s the drivetrain racers win World Championships and Grand Tours with. But it’s not SRAM’s most important offering. Illuminating the opportunity for SRAM, we repositioned Rival eTap AXS as their most influential groupset because it’s the kit that converts more riders from mechanical to electronic than ever before. When people have a positive experience at this level, chances are high they’ll become SRAM riders for life. With work that’s as contemporary and as innovative as the product itself, we brought this discovery to life.
Your bike is now equipped with the most advanced wireless electronic groupset… now what? To help Rival riders have the best experience with their new drivetrain, we created easy-to-digest content in a fun YouTube series, supporting post-purchase.