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Grace and grit. Control and abandon. These opposing forces converge in SRAM’s unrivaled X01 DH drivetrain, the integrated system engineered for relentless riders. 50,000feet teamed up with SRAM to bring the new product to market, building a multi-channel campaign designed to speak directly to downhill enthusiasts. The written and visual language surrounding X01 DH is designed to convey this confluence of attributes—a language that speaks directly to the exacting and inspired audience of riders that SRAM strives to reach.
In 50k’s recent campaigns for SRAM, we established a consistent approach, structure and style for product roll-outs. As we created communications in support of the launch of the X01 DH, we aimed to build on this precedent. At the same time, we targeted and evolved each campaign by identifying the points of interest, power and relevancy that best communicated a potent, impactful product story. Featuring emotion-packed race-day footage, precise product CAD renderings art directed by 50k and messaging informed by the product engineers themselves, the campaign tells a story that unites attitude and refinement—a reflection of the riders themselves. The campaign stretches across digital, print and retail, reaching riders where they already are.
As a result of the rollout, SRAM has created a compelling and proven product story that is consistent with its greater communications strategy, design styles and written language. The campaign has distinguished the X01 DH as the go-to product for serious downhill riders.