Make no mistake; the Red Bull Rampage is one of the sickest sporting events in the history of all things sporting. It’s nothing short of incredible. Wild. Nuts. Inspiring. Did I say wild? Add another nuts in there too. And of course, quite obviously, there’s a lot that goes into it: organization, promotion, safety, production, documentation—the list of variables is endless, complicated and logistically impossible. Considering the remoteness of the location, the savage nature of the terrain and the exposure of the athletic endeavors, it’s a wonder no one dies, spectators included. Its longevity and contribution to the sport is a true testament to the riders and Red Bull to be sure.
But there’s something missing here, something fairly big.
It hit me hard that beautiful sunny Sunday back in October. I was hanging out at my house, playing ping pong outside in the garage with my kids, safe as safe could be, just two miles away from Kurt Sorge’s place here in the Kootenays, watching it all go down. It all seemed a little surreal. The fact that there were tens if not hundreds of thousands of viewers like me, all over the world, watching Rampage 2012 in real time seemed extra surreal. And I, of course, being a life-long mountain biker, having been to the Rampage once before, was savoring every radical minute of it.
But after a while I began to develop an irk. An undeniable scratch. I was beginning to see an obvious omission from the event I was so enthralled by. Over time this irk increasingly started to piss me off. After a couple hours or so of coverage, I hadn’t seen or heard one critical reference to a huge player in this, the pinnacle of mountain biking. No one, not the announcers, the producers, even the athletes, were making any noticeable effort to talk, showcase, or display one of the most important players in this whole Rampage spectacle. The bikes.
Let’s back up a few years. In the late 90s, an event like the Rampage would have been impossible. Quite simply, the talent, evolution and verve of the world’s top riders wouldn’t allow for such airborne frivolity. And people definitely would have died. Why? Bike technology. It is, without argument the number one reason why we’re at where we’re at.
Frame design and composite material development, suspension performance, strength to weight ratios, everything that goes into a bike in 2012 is light years away from where it was 10 years ago. Why has the level of riding grown so exponentially year to year at the Rampage? It simply has to be attributed to bike technology and performance. This is to not discredit rider ability in any way shape or form. But let’s be straight: no 35-pound, super nimble, mega plush, impossibly strong, 200mm travel mountain bike, no Rampage 2012. It’s that simple.
So why not throw a few bones to the bicycle companies and component manufacturers? Watch motor sports' coverage and the vehicle plays a big role in the announcers dialogue. Athletes are constantly referencing their rides when interviewed. Watch Rampage, however, and I couldn’t recall a single mention of a single bike or component manufacturer. Not one. No bike profiles, no “Trek rider Brandon Semenuk…”, no, "my Specialized Demo was the bomb!" Nada. You’d think there would be at least one or two asides, which Red Bull and NBC do such a good job of. You know, the filler stuff that makes events like this more palatable to the masses, like in the World Series where they show you how the Louisville bats are made, or where the baseballs come from. Vignettes they call them. And, well, to be honest, if we’re all in this together, if we want to see our sport grow and prosper, then we have to support all facets. More vignettes please.
Throw on top of the anonymity pile the fact that most bike companies lack any real opportunities for exposure on athletes themselves—it’s very hard to make huge logos on relatively small bits of equipment like tube sets and forks. Not to mention, most top athletes' invaluable helmet real estate is pre-sold to energy drink sponsors (most of which don’t spend nearly as much on athletes as bike sponsors do but won’t allow other sponsor logos on the helmet). Even head tube badges are obscured by Rampage number plates. True pros like Kurt Sorge do a good job of branding their jerseys, but when the dust washes off, of all the companies involved with pulling off an event like the Rampage, it’s the bike companies and component manufacturers who get the least amount of exposure.
Which, in the context of what we’re all trying to do here is pretty lame. You would think companies like Red Bull and NBC would want us to prosper from exposure like this. You would think athletes would be more motivated to get their bike and component sponsors as much exposure as possible. And of course, Rampage brings the sport huge exposure, I'm not refuting that. But if I’m a kid watching all of this action go down, and I’ve never ridden before, and I have no clue what companies are involved in this spectacle (aside from the title sponsor), what happens then? If I’m watching surfing (and I don't surf) I know that Kelly Slater rides for Quicksilver. If I don't mountain bike do I know Kurt Sorge rides for Giant? Probably not.
After watching the Rampage coverage on NBC this past weekend, it was the same story. Great angles, epic shots, and lots of vignettes. But even the one bike piece, which featured Bearclaw going through his Specialized, he didn't mention one bike brand name. He didn't even say the word "Specialized."
Which begs the question, why? Why not profile these incredible inventions? The amount of collective research and development has easily crept into the tens of millions of dollars since the dawn of our sport. It’s been going on for decades. From hydraulic brakes to complex valving systems, carbon frame development to space age alloys, virtual pivot point linkage systems and multi-durometer tire compounds, the list of innovation is huge. All put together they are the vehicles of great opportunity. How many motor free vehicles allow riders to comfortably shred otherwise impassable mountain slopes? Backflips included.
I’ll tell you how many. None.
So why do high profile events like this seemingly ignore them? Why aren't they celebrated instead? These are revelations of thought and invention. The world needs to know about them. Put yourself in the mind of the casual mountain biker, or the young kid who’s never even ridden a mountain bike before. Ask yourself if this broadcast is doing a good job of explaining to them what our sport is all about.
www.pinkbike.com/news/Red-Bull-Rampage-2012-Bikes-of-Rampage.html
m.redbullusa.com/op/rbcom2/us/mcat/video/1243290964310
Trek: $600m annual revenue
Giant: $1.13b market cap
Shimano: $6.3b market cap
I agree it would be nice to hear some more about the bikes but the reason we don't is not the chump change Red Bull charges for sponsorships and co-branding.
Clearly Oakley threw down some serious coin, but in a sport that;s so tech and heavy, and literaly would not exist without that tech, to be that stingy and fiicky is just pretty.... well it's pretty duchey' IMO. Especially when their logo is on every riders bikes and they didn't make those bikes. I hope the bike companies made RB pay to have their logo's on their frames, I mean isn't that kind of the same thing??? I also always laugh hen I see them getting shots of everyone drinking their shit on screen as if actual athlete's are just drinking RB constantly and then racing/riding... maybe I'm just old, but if I tried that shit I'd be puking all over the place before I ever got on my bike. I can handle like ONE and I'm good for the day (it's not exactly healthy to be drinking that stuff in that kind of heat either)
But as far as the coverage of the bikes goes, I'm more inclined to speculate that there is a distinct lack of expertise on the commentators' part. Talking about what you rightly point out to be some very sophisticated high tech equipment takes someone who knows what the hell they're talking about and at the same time is able to deliver that to a broad NBC viewing audience..
Look at coverage of main stream sports (Football, Tennis, Golf, Nascar, etc). You usually have at least one or two retired athletes up there yapping.. well.. in our sport the number of retired athletes is still relatively limited just by virtue of the fact that it is a very young sport. At the same time it is still a niche sport so any retiree will think twice about trying to build a brand as a commentator in a sport with a handful of headline events a year if there are tons of other more prospective options in product development, coaching, etc.
and of course we can load up the car an travel
Also, since mountain size is evidence for skill and knowledge I'm from the middle of the Rocky Mountains and therefore outclass all of you (Nepalese and Alaskans excluded).
I know that's a ridiculous example, but, it shows that there becomes a level of tech' at which skill is no help. So, naturally there must be a minimum standard of bike the riders need to be able to ride the way they do. And that's what the article is saying.
That at this level the bike and the rider are in a symbiotic relationship, they both need to be of the same level, otherwise one is always holding the rider back. And while this is true, the article says, the manufacturers should get the same exposure as the riders, because its almost half their victory or failure too.
Its exactly the same as it is in F1, without a good car and a good driver you will not win consistently, so both deserve recognition. In biking it seems that people are happy to criticise the bikes and components when they fail (Arron Gwin at World Champs with his brake failure) but like to pretend the bikes dont help, and that it's the rider who counts when someone does well...
I love biking and am amazed by the skill of the pro riders and the sport. But, I also love the technology, how much time is spent on it, and how well it works how well it has been thought out, its nice to give credit where credit's due...
Just my £0.02 though.
yes exactly, more what? And that is the question, that is something you can't measure, it's eteric, yet true. "Fun" should be the word, "more fun", but I can't say that with honesty, as I remember many, maaaaany great fun moments from the board of my Wallmart HT, and I can feel really miserable on one of my 3 pimped up bikes. I can suddenly feel fulfilled on easy path in the rain and depressed while watching the sunset in the best bike park because I did not stood up to my own expectations. Ultimately I can feel super happy by learnign to pump on asphalt, and depressed by clearing 12m double because I wanted to whip it, and I am scared. It is not the skill, not the place and not the bike that makes me truly happy, but mindset. Sure tech helps me to get there but... it's solely useless on it's own. More trust I put on it, less joy there is in riding it.
So I say: Bike tech made things MORE ACCESSIBLE, what you do when you get on it, is a different story.
However, I still agree with the premise of the article. I don't think talking about bicycle technology would need to be done in a brand specific way that would undermine potential advertising revenues. Just put out some generic info for the masses about the type of bikes being ridden that make the rampage possible.
But the writer of this post was actually mentioning that the broadcasts should include brand specific stuff. He's saying that bike companies should get some exposure. I agree that would be nice, but when you have a field of riders all riding different brands/components how do you provide equal time and do it fairly? Which again was my point in saying its the riders job to get their sponsors products noticed.
And I'm really not a big redbull fan so correct me if I'm wrong but redbull shells out a whole lot of $$$ to make unique events that pushes the boundaries of the sport. They don't do it for the sport but for the sheer marketing value, that's a given... but you don't see a lot of bike companies bust their ass that hard to make that kind of stuff happen (they don't have redbull's budget, that's also a given). So as far as I'm concerned, redbull can do whatever they want with their events and it's up to the bikers to push their stuff when they get the spotlight. That's what they get paid for after all.
The only thing where I find it a bit over the edge is that riders of Rampage 2012 don't really have a significantly better bikes than those from 2008. Comparing to 2002 yes, but 2008-2012 is the golden age of marketing and blurry innovation, especialy in gravity segment (did I say golden like Kashima?). At the same time I would like to point out from the bottom of my humble heart that we, world fastest forumers are vastly responsible for slowing the rate of development - Technology such as composites were always there since 1990s, it's just that we were not ready for them. It took time to scare the demon of Catastrophical Failure from our minds, it also takes time to kill the big wheel complex.
Big shout out to The Members of the Industry!!! - thanks for making our rides a bit less tiring and a bit more fun - sometimes a bit is more than a lot - I'm in peace now...
Stick to the topic. It's not about arguing with the author -- it's about discussing how our bike companies aren't getting the proper amount of brand-specfic coverage they need in 'mainstream' events to prosper and grow and develop more amazing technology.
It's no consolation, but this also portrays in the Road racing scene. Only the people following the sport knows who rides what. Teams are named by the main sponsor (rarely a bike company, go figure). For example, if a rider of Garmin Cervelo is mentioned, most likely commentators just mention the first name of the team liike "Garmin", or "Nissan-Leopard", "Astana", "Saxobank", etc. and it looks like even in mega-bucks events like the TdF bike brands are just happy with the exposure in specialized media.
So it may be that cycling as a whole are missing to get the exposure they want, but I happen to think that it also has to deal with buying TV spaces which bike companies may not be able to afford.
And then there are cases when cyclist themselves complain about exposure... like the outrage in public opinion that Specialized caused by providing a bike painted in bright red with the biggest possible by the rules Specialized logo to their riders in the Olympics as opposed to the more traditional custom of riders having a country color paint scheme (I'm not defending spesh, I loath them, but they were just acting to expose themselves, which goes in line with the thinking of this article).
Why? Bike and component manufacturers make a decent return already on overpriced bikes and components. If they want exposure they could always pay red bull for some advertising, they don't deserve charity. Mountain biking is an expensive sport.
The irony is the energy drinks that get so much attention (Red Bull included) have nothing to do with the sport. Might as well be the Viagra Rampage (except that sounds more like the actions of an old man who is no doubt going to prison. . .) for all it has to do with anything. Who made the parachute of the dude who just did a skydive from space? Not Red Bull. They just supplied the green. Hey, lets have an ATM rampage!
I bet there are kids who think that Monster makes Kawasaki. What a sad joke. Everyone gets co-opted by the "lifestyle" companies and forgets the people who make it possible. Maybe it's because it is easy for a poser to pick up a can of goat piss and pretend to be cool while real riders put the pedal down, regardless of what they drink. I hate energy drinks. I love the Rampage, but I'd rather see it sponsored by Maxxis or Trek of someone who has something to do with the sport.
I know the commentators weren't the best, because they don't call this type of event, but they really made it very boring to watch. Maybe next time they could include a prelude type section for the first half hour on the effort that goes into the trail building for an event like this (not just the 2 minute clip they showed,) or at least an introduction into the sport.
Just my $.02
Like 650b or not, imagine what that would have done for the image of KHS for all those viewers.
If you appreciate something, brag about it. I always compliment people's bikes, but I go out of my way to say something about a Giant FS because I love my Faith. People do the same thing with cars, motorcycles, dogs, horses, clothes, watches, tattoos, plastic surgery, goofy scarves, music, etc...
It's okay for us- athletes included- to show our bikes some love publicly.
Spend a lot so someone finaly spends on you is a very attractive idea that unfortunately fails in the bigger picture - just make the cash flow, the more the better and we will all feed on it as Anemone do on plancton. I mean it is a kind of nobrainer isn't it? What can be more obvious? But then I will tell you that it is actualy good that Sandra destroyed New Jersey because now people in construction have lots to do. Jobs are surely created! Rescue teams have hands full of work, maybe they will get better fundings next year, maybe they will save more people thanks to new technologies.
Back to biking: Basicaly if you crack your frame - it just couldn't be better! We should all do it now - take an axe and smash your bikes! all of you! The industry will grow as never, and you won't like your bike it next year anyways beause of new ivds and press releases You see, we don't get to watch the pile of garbage we generate this way, and whether you like it or not, it is WE who pay for cleaning this garbage in taxes. Money that could go for health care for instance... or for forest administration cost... maybe if they had bigger budget, there would be more bike trails?
Maybe the money you spend on that bike could be used on some investment you could make hm? How do you manage your budget? How much you eat of it, how much you spend on things of choice, how much you give away, how much you invest to become that wallstreet shark one day, a shark who knows exactly how this world rolls!
Sorry if I ruined it for you but at least know this that, Milton Friedman who surely watches us all from above, he is very proud of you
Again, these are just a few possible positive outcomes to showing our bikes some public displays of affection.
Red Bull markets an "extreme lifestyle" and also they want to promote a video they helped produce... Well, Rampage is extreme and WTTE got plenty of plugs...
On the upside, freeride mountain biking got two hours of network TV coverage... Is that so bad?
I’ll tell you how many. None."
Split boards and backcountry skis come to mind...
In addition, I think you have way more branding today than what you had ten years ago. Just look at all the shirts, caps, sunglasses ... branding is everywhere. And as someone already said - it´s all about your target group. People who watch an extreme sports broadcast probably already know about the brands that they are interested in.
Oh, and by the way, Bearclaw did say "this is my Specialized Status" in the NBC coverage, it´s at 52:30 min ...
I'm not against be events like this, I just wish there was more credit given the companies that deserve it, not just a publicity scheme for giants like RB.
That is Red Bull is though isn't it? Emotional male enhancement.
I think I hear advertisers laughing.