Juliana Strega – The Best Launch Video This Year

Jun 1, 2017
by Pinkbike Staff  

People fear what they don’t understand. A 170mm travel trail bike aimed purely at women? Are they mad? Burn them! Drown it!

The Strega is for those who fly in the face of the naysayers. The riders who blaze a trail that others will follow. Mountain biking is their means to get far from the masses, and the Strega is as far out as it gets.

A Film by Cut Media
Thanks to: Mugdock Country Cycles, Mugdock Country Park, Celtic Fire, Riders of the Storm, Aonghas Chalmers and all of the Cut Media crew.
Cast: Anka Martin, Kirsty McWilliam, Hannah Young, Sarah MacInnes, Thomas MacKinnon, Pete Scullion, Paul Smail, Kevin Tawse, Bernard Plaisted, David McNicol, David Keenan, Jim McLarnon, Scott Davidson

Song: ‘Deliverance’ performed by The Mission.
Published by Universal Music Publishing, Courtesy of Mercury Records


121 Comments

  • + 111
 Disclaimer - Do not submerge bicycle as advertised as this voids any warranty.
  • + 15
 Dang horses eating up our trails!
  • + 105
 Yet another story about MTB vs Equestrian user conflicts. Video really captures how I feel on the trail some days.
  • + 57
 Always yield to Equestrian riders, unless they are wearing chain mail and swinging a morning star.
  • + 11
 Equestrians are my biggest fear. Every time I pass on I brace for the impact of a jaw+hoof collision.
  • + 3
 @alwaysOTB: totally underrated comment.
  • + 4
 Just picture the last trail scene as the 27.5 rider coming up to a horde of 26er holdouts. . . .
  • + 27
 Check that. Those weren't 26er holdouts. They're just a bunch of locals from Portland. Wink
  • + 6
 @rrolly: I resemble both of those statements... No offense taken.
  • + 32
 Would have been more accurate if they showed the bomb-holes from hooves, a big stinking pile of shit in the middle of the trail and an irrational rider whining about how their precious multi-ton pet gets spooked by anything that moves faster than a queen's wave yet they decided to ride them on a public shared use trail anyway.
  • + 3
 @robwhynot: LOL... queens wave... too good
  • + 44
 Ummm... Everyone complaining that the Strega is just a rebranded Nomad -- Did you ever stop to think for a second that maybe you have it backwards? Maybe a Nomad is just a rebranded Strega. #deepthoughts
  • + 19
 Which came first the chicken or the chicken?
  • + 0
 As the strega has a way better color scheme, I'd believe it.
  • + 36
 Before we make any rash conclusions about that bike, we should be looking at the geo numbers and suspension curve on those horses that were pinning it...
  • + 24
 Floating on water was a nice touch!
  • + 129
 Floats on water = weights the same as a duck = witch

m.youtube.com/watch?v=yp_l5ntikaU
  • + 8
 must weigh the same as a duck...
  • + 26
 @chantalfelten: She turned me into a newt! ............I got better
  • + 15
 @chantalfelten:
- So why do witches burn?
- Cause they're made of wood?
- Good!
- How do we tell if she is made of wood?
- Build a bridge out of her.
- But can you not also make bridges out of stone?
- Oh, yeah.
- Does wood sink in water?
- No, it floats
- Throw her into the pond!
- What also floats in water?
- Bread
- Apples.
- Very small rocks
- Cider! Great gravy.
  • + 13
 @stab0905: very small rocks hahaha my favorite line
  • + 2
 @chantalfelten: riding on water would be even better one. Wink
  • + 2
 Oh man can’t beLIEVE I missed that reference! I’m lame.
  • + 1
 @stab0905: Very small rocks!!
  • + 21
 Santa Cruz has taken LARPing to an all new level...
  • + 13
 Great video! I still don't know what makes a girls bike, a girls bike...
  • + 50
 colorways and marketing
  • + 3
 @cmcrawfo: spokey dokes and rainbow streamer bar ends?

lol
  • + 4
 @AntN: exactly, its funny how they are marketing this as a 170mm bike aimed PURELY at women, well no, all you did was take a SC Nomad, change the name and colour, and all of a suddent its a womens bike? i think the current line up of bikes from LIV are truly the only bikes out there that are truly women's bikes, they haven't just taken existing models from Giant and rehashed them
  • + 23
 @cmcrawfo: colors are definitely better than the men's frames.
  • + 29
 @philip9175: Yeah all Juliana is doing is outfitting different shock tunes, handlebars and saddles. Stuff that women are sure to pay extra for after they buy the nomad... They're not trying to make new bikes, just make it easier for women to be comfortable on the bikes they ride without spending all that extra money on necessary "upgrades"
  • + 4
 @Lookinforit: So a "womens bike" is the same bike a tall junior or a light man would want... ?
  • + 9
 @AntN: Well actually kinda... but brands like LIV are making bikes with different reach measurements per size to accommodate for the different proportions women tend to have.
Basically they tend to be lighter, with shorter torsos and narrower shoulders with wider hips.
Other than that they rip as hard as the rest of us, so really their bikes are just like ours but changed for people that are different size and weight...
  • + 9
 @AntN Lighter shock tunes, narrower bars, saddles designed for women, and maybe narrower diameter grips. That's the only difference between the Santa Cruz and Juliana bikes. Oh, and it's a women's bike not a girls bike.

So if you're a shorter lighter male a Strega might work better for you than a Nomad.
  • + 1
 @PAmtbiker: What's the difference between a male saddle and a female saddle?
  • + 8
 @Lookinforit: I don't know ... Regardless of sex, bars, grips, steam, saddles and suspension are almost always changed to suit the rider... And it's unfair to suggest that all ( or even the majority) of women riders are slight. Small and XS are always the the only sizes left in women's clear out clothing on Jensons, and my own personal observations suggest that ...... I guess marketing people know best, but I am so perplexed at why a certain colour, lighter suspension tune and a narrower bar is desirable only to women.... Weight and riding ability/style are not gender specific.
  • + 4
 @AntN: women's tend to be shorter and wider, men's tend the be longer and narrower... Because generally women have wider shaped pelvis than men... Although, either gender can ride either saddle. It really comes down to personal preference.... Again, not sure shy we can't call it wide or narrow and let people ride what fits them, rather than pigeonhole based on gender.
  • - 3
 @cmcrawfo: Do any of the Pro Women ride a bike marketed as a "woman's bike" or run and mods that are marketed as "mods for women"... I haven't seen any.

IMO the Juliana isn't for 'Women Mountain bikers" it for rich women who want to ride a mountain bike now and then...
  • + 7
 @AntN: Rae Morrison, she rides the Liv Hail plus a number of liv ambassadors . Also this team www.julianabicycles.com/en/de/juliana-sram-pro-team

No many other companies make high end women's specific bikes.
  • - 3
 @mfoga: Great to be corrected... The Woman on the Sram team don't look at all like the wide hips, little handed woman stereotype the marketing is aimed at though....
  • + 4
 It's a girls bike when a girl is riding it. The clue is the missing '
  • + 5
 @seaxu: I'm just glad the witch wore a helmet. Safety first
  • + 14
 My girl is really happy about this and other female-specific bikes like the Yeti Beti. She is 5'0" and under 110lbs... it's impossible to find a real trail or park bike that fits her with the right geometry and weight. Initiatives like these from Yeti and Santa Cruz make it possible for her to get into the sport without have to try and find the smallest "unisex" frame and swap everything out. She's on a Transition Covert from 2008 now with a female-specific saddle, which seems to work, but the geometry is a bit wonky for her and the suspension tune doesn't make sense for someone under 140lbs, even with proper sag. Pretty cool what these companies are doing!
  • + 3
 @cmcrawfo:

The shock tune is the most important feature as most people aren't going to want to send their shock to a specialist before ever stepping on their bike. I'm sure Santa Cruz saw that they were losing sales to Liv and Trek (who have more in depth women's programs with modified geos) and wanted to get into that market. I have a male friend who rides the largest sized womens Fuel EX because it fits him better than the male version.
  • + 2
 @Lookinforit: More reach, stack, shock tune, grip diameter, saddle etc. options = good for riders (assuming nerdiness, research or proper fit advice)

However, while there are some valid generalizations, they mostly confuse people and the "gender branding" limits perceived options.

Examples:

Women with long torsos. Women who weigh more than the "average" that the shock tune is based on. Women with big hands, or narrow hips. Flexible women, women with long arms...
Men with short torsos, short height, wide hips, poor flexibility, short arms, lighter weight than "average"

Oh yeah and guys who like pink and teal and ladies who like matte black....

Oh marketing Frown
  • + 1
 @cmcrawfo: so well put.
  • + 2
 @seaxu: The existence of wider/shorter ("women's") saddles and the development of ergonomic research in bike contact points is a fantastic development.

Thing is, there are a good number of women with narrower hips and men with wider hips, not to mention the differences in pelvic tilt and preferred riding position, so slapping "women's" on a saddle is a disservice to everyone but the marketing dept. and the part-time salesperson.
  • + 2
 @skills25: It's not impossible. My wife is 5'2" and 105lbs. Her xs SB5c fits her just fine. So does her small V10. You're right about most suspension tunes. She runs a coil on both bikes with low weight ti springs. That solved the problem. Also, Fox will re-tune their air shocks for light weight riders.
  • + 4
 @dontcoast: I'm glad you appreciate the ergonomic research. I don't think you should discredit the saddle as selling point. Its part of a wider range of changes made to the whole package that makes it a women's bike.

And yes i understand there will be outlying males and females whose pelvic width are on the extreme end of the spectrum but its scientific fact that the pubic symphysis is a reliable indicator of sex "The accuracy of the subpubic angle in sex determination was 90.8%." www.ncbi.nlm.nih.gov/pubmed/24237808.

So to discredit these changes as a disservice is pretty blunt thinking. I get it though many people change out the saddle, grips, customize the suspension ect. but this build works toward getting closer to what a majority of female buyers would consider.
  • + 2
 @seaxu: Very well put; and extra thanks for the scientific research to back it up. Point well made.

My point was directed at saddles in this instance, however I'll fully own that it was more of a general knee jerk reaction to the slapping of gendered marketing on a variety of products that could be unisex; in the case of saddles it indeed makes sense most of the time.

That being said, I believe pelvic tilt in fit is something which does affect saddle selection beyond width. I also really do appreciate what "the big S" did with their "power" series saddles: offer even more widths, and do away with the sex label.

Even then, yes, saddles are one of those things where it really makes a world of difference for women and labeling as such can make sense.
  • + 1
 @dontcoast: I agree with you there are a multitude of factors that affect saddle fit, I can also understand the knee jerk reaction to gendered marketing. I remember NSMB doing an article making fun of the idea. nsmb.com/articles/man-specific-bikes Its a good read.

In the end we all want good bikes and it an become tiresome dealing with overacting marketing departments. Especially in our sport it seems.

I'll have to check into those specialized saddles. Thanks for the thoughtful banter. Its rare these days.
  • + 2
 @seaxu: Thank you for sharing that NSMB article...in today's parlance "I'm cryyyyyingggg" that shit is so on point and hilarious...except for the part where it's so relevant it's very sad.

Those saddles are more for road and gravel, though i could see them in XC...marketed for both men and women, and incorporating deign features they developed in womens and mens saddle research. hopefully they bring some of that research and approach to a trail saddle too

Thanks for the thoughtful banter too.
  • + 2
 @seaxu: so much reason!!! Ahhhhhhh!!! ????
  • + 12
 I was hoping she would head into The Fire Swamp.
  • + 6
 This is so corny. But I have to say, it probably hits the bullseye of Santa Cruz' target audience. If Specialized made this people would be ripping it but since it's Santa Cruz it's awesome.
  • + 5
 I was once riding and met up with a horse and rider at a creek bed and they followed me up and out. This horse was right on my hammer for the climb and on the flat sections when it was in a full gallop and breathing in my right ear. Scary for me. Finally shook it on the descent. Legs were dying but I'll never forget it.
  • + 1
 Ha ha. I remember you telling me that story...
  • + 8
 Why doesn't anybody remember the TRANSITION SYREN?
  • + 1
 I almost bought one off another woman. Sold to quickly
  • + 1
 Found one for the lady of my life in great condition, way up in Canada, and dealt with all the rigamaroll to get it home to Connecticut. It loves the mountains up north... so does she!
  • + 1
 it was a sad day when i found a crack at a weld on my Syren...loved that bike.
  • + 7
 I actually enjoyed that. Anka sure can ride
  • + 8
 Witches are hot.
  • + 2
 Excellent exposition of current US Equestrian+Hiker vs. MTB mentality. I always wear Black or Death Metal t-shirts when I ride just to reinforce these stereotypes from afar. I am, however, overly friendly up close - creating suspicious unease. Pro-Witch and Hails to the Juliana team for this clever deviation. Brienne of Tarth approves.
  • + 5
 That film would have been an awful lot shorter if she had lived at the bottom of a hill... Lucky that...
  • + 6
 She turned me into a newt
  • + 6
 A NEWT!?
  • + 8
 I hope you got better.
  • + 1
 Epic and totally ridiculous. Personally, I would have introduced a time travel theme as a way of rationalizing the juxtaposition of modern bikes and medieval creeps, or maybe just show her riding a horse contrasted by shots of a her on a bike. Otherwise, it should have been a Scottish dystopic mad max type thing.
  • + 1
 Come on..What?-"Is this not the best product launch video in mountain biking?"-NO!!! You haven't seen Matt Macduff for sure!
THIS is the best product launch video, not only in mountainbiking Wink !
www.youtube.com/watch?v=FxUnu_Ktfds
  • + 4
 I think Strega (Italian word for witch) is a nice and ironic name for a women specific bike!
  • + 1
 Idk why Santa Cruz is flaunting the idea of a women's freeride bike as if it's a revolutionary idea that the rest of the world frowns upon. It just makes them sound ostentatious and kind of dumb. News Flash! Girls are already allowed at the bike park and everyone is obviously happy about that. I see a lot of girls riding everytime I go and I've never see anyone discriminate against them, so no Santa Cruz doesn't have to lead some imaginary fight for women's rights​ at the bike park. Also, haven't they ever heard of the Transition Syren? It was this "crazy idea" Transition had over 10 years ago to essentially build a women's​ specific version of they're Bottlerocket. I guess the best way to describe it would be... A women's freeride bike. Oh but wait, the Syren was only 155mm of rear travel, so I guess this Strega is a completely new idea, NOT. And yes, the Syren does work for short/light men, I own one because at only 5'7" I like how much control I have over the smaller​ frame. It's like riding a long travel slalom bike, which makes it a perfect bike park bike IMO.
  • + 3
 Definitely one of the more well put together bike launch vids. Love the thought put into it.
  • + 4
 Chicks - hmmm - clearly all witches
  • + 0
 That was great. Seriously could pass for a decent rock/goth music video. Personally think the music should have been Nightwish or something with a strong female singer but anyway. However, the riding did not show the need for 170mm travel enduro bike. That could of all been done on a Tallboy! Not sure who the rider was and no disrespect to them but they needed a WC racer giving that's beans on a gnarly trail to justify the bike. An there in lies the problem, Santa Cruz don't sponsor a female WC racer... why the f*ck not!???
  • + 0
 Juliana doesn't have a branded v10. Simple as that.
  • + 1
 If I was a witch I would want to be bestowed with some magical shredding capabilities. Massive hucks to flat. I mean it's 170mm...
  • + 3
 Get the horses off the trails!
  • + 4
 Pinning!
  • + 1
 I honestly don't understand Julianna. Its the same bike, so why is it for women? I find this kind of approach to marketing kind BS.
  • + 2
 What the video basically says is, that bikes are better than horses. See ladies, there you have it!
  • + 3
 Stunning movie, great approach for a ladies' bike!
  • + 3
 Wizardry on a bicycle=witch
  • - 1
 I can't believe this was created by a marketing team and approved by management. This video did not make me want to have anything to do with a brand new bike, or have me wanting to ride a bike.... Next time, maybe try something along the lines of the SR Suntour Video's
  • + 4
 Sometimes marketing isn't just set out to make you want to buy a bike or feel that you need that bike off a specific ad, but to make a lasting image or a cool video concept that might get shared on social media or talked about amongst others. Thus reaching someone that might like the bike and want to buy it.
  • + 1
 Based on your profile I'd say that your response means they did it right... you're not exactly in the target market here.
  • + 0
 @robwhynot: lol spot on
  • + 3
 @robwhynot:
I played this video to my wife and her best friend that ride together.
I asked their opinions.

"Stupid" and "It's got nothing to even do with the bike"

I agree, I'm not the right target, I simply expressed my opinion.
For two females to give me that response, it further validates my opinion. However, it's my opinion, and not everyone else's
  • + 1
 @Waldon83: I'm with you, but just figured I'm a dude and just didn't get it... like most things my wife likes. Haha
  • + 1
 My wife thought it was stupid as well. She actively went out of her way to bring up her phone and show me "the dumbest bike video".

Granted, she really dislikes SC and Juliana anyways. When she was shopping for a bike a couple years ago she was super excited to drop by the Juliana demo at Crankworx Whistler. Walked away shaking her head wondering why the base model cost $4000 CAD.

She ended up with a bike that came with the component spec of a $6500 Juliana that only cost $4100.
  • + 3
 For the americans.
vimeo.com/219942432
  • + 1
 Ha
  • + 1
 I'm sorry Juliana Imma let you finish, but Commencal Furious had one of the best launch videos of all time
  • + 1
 Excellent idea - excellent execution P.S. Haven't heard the song for a while... Nice to see it in an ad...
  • + 2
 Great video idea. And she's ripping those corners too. Nice.
  • + 1
 Two thoughts: 1. Why aren't the girls on the horses wearing helmets? 2. This bike floats.
  • + 1
 After my spill in a raging river I can attest my carbon Troy floats. Guessing most carbon bikes do.
  • + 1
 Just buy this frame change the shock and put Nomad decals on it. BOOM. Looks way sicker than the crap colors on the Nomad.
  • + 2
 Should've filmed it in Salem, MA.
  • + 1
 Salem Oregon is closer and Mizmor is from there (soundtrack).
  • + 2
 Bike looks a lot like a nomad
  • + 3
 Agreed. At a distance or riding I'd probably be tied up trying to tell the difference.
  • + 3
 it is a nomad, just specked up for women
  • + 1
 It was OK. Not that I've watched any other launch videos this year so maybe it is the best one.
  • + 2
 no more craft beer after a ride. only mead from now on
  • + 1
 I want that 3:41 seconds of my life back.
  • + 1
 I only came here to see Pete hanging. Disappointed.
  • + 2
 Nice bearings
  • + 1
 Would love to know the filming location
  • + 1
 Thanks for the video. That was truly enjoyable. More like this please!
  • + 1
 What do you know... floats like a duck!... fuzzy duck doz...
  • + 1
 sooo.... "Slack like a horse" in the next PB review?
  • + 1
 Cheeez. The bike's ok, though.
  • + 1
 gunna be a no go for me, cotton
  • + 0
 Witches don't wear underwear. Why? For better grip!
  • - 1
 I want one (the babe who shreds of course), creative video and great production work. Well done!
  • + 0
 best bike advert, ever!
  • - 1
 Meh... SC/Juliana has hucked the shark to flat.
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