Nordic Survival with Martin Söderström - Video

May 13, 2018
by Pinkbike Staff  


Film by: Simon Berggren
Photos by: Adam Klingeteg



It's still snowy and Icy in Scandinavia but the temperature is rising. Which makes it very frustrating for us bike riders, the weather is nice but you can't ride your bike. That's why me, Simon Berggren and Adam Klingeteg decided to go creative with it! We all agreed that the only benefit winter has over summer is that you can actually ride on water. Said and done! We packed up the car with spiked tires, spiked shoes and a whole lot of warm clothes if something would go terribly wrong. The drive to Stockholm Archipelago took about 30 minutes and the only thing going through our mind was hundreds of questions. Will the ice hold up? Is this actually dangerous? Will I have any grip? What can I ride on? A deck? A boat?


Nordic Survival. Photos by Adam Klingeteg

Nordic Survival. Photos by Adam Klingeteg

Nordic Survival. Photos by Adam Klingeteg

Nordic Survival. Photos by Adam Klingeteg
Nordic Survival. Photos by Adam Klingeteg

Nordic Survival. Photos by Adam Klingeteg

Nordic Survival. Photos by Adam Klingeteg



20 Comments

  • + 17
 Sorry to ruin it but this came out a bit too late its currently 23 degrees in Stockholm now and almost like summer.
  • + 2
 It could turn as the summer of 2017, or as we danes call it: "That day it was raining slightly less".
  • + 8
 i dont wanna knock on martins life or anything, making a living biking is something very few get to do and I'm 100% respectful and envious of that. I was at the joyride when he almost took the top spot but ended up folded his ankle in half at the very end.

Since he parted ways with slopestyle after his string of injuries, I'm curious where Redbull stands on sponsorship. They picked him up as a top talent in slopestyle and he's obviously no longer there. Do they continue the sponsorship indefinitely and find other ways for him to be an ambassador for the sport/brand ? I've seen this with other riders too. Carson Storch, for instance, was picked up as a rising slopestyle talent at a time when the talent field quickly became highly saturated with phenomenal athletes. The playing field quickly went beyond his level and he kind of went the route of fest/big mountain riding. Given how "renegade" fest series is, I'm curious where Redbull stands with this too. Does it hemorrhage money for them to "invest" in riders as marketing for their brand (providing flights, training facilities, trainers, etc) when those riders quickly pivot and go do something else? Is there a chance of Redbull approaching these athletes and parting ways or do they kind of offer a lifetime package as long as the athlete maintains an image that is reputable for the sport/brand?
  • + 8
 it's all business, these athletes make Red Bull money by promoting brand awareness, it's selling by association. Red Bull sponsors athletes that push the limits of their sport and/or get noticed. Look at Semenuk who competes where and when he wants, Darren Berrecloth competes when he wants.
  • + 4
 I suppose this sort of video is enough coverage to justify sponsorship
Lots of riders stay sponsored after stopping competing/ achieving top results because of social media presence
  • + 4
 after viewing this article I feel inspired to go to costco and buy a bulk pack of redbull. There, his sponsorship is working . . .
  • + 10
 Sports marketing is always a balancing act of ROI. Lots of athletes cross over from "performance" to "legend" status, or find other ways to bring value to a brand. More and more today there's value in personality and one-on-one connection, even from the most punter YouTubers. There's marketing value in owning the Joyride podium, but there's value in video projects (from Claw, Wibmer, etc.), lifestyle vlogs (Pilgrim), etc.

We should do a bit on sponsorship, but Red Bull is famously tight-lipped on this stuff. Looking in from the outside, Red Bull does a good job of working with athletes in various stages of their careers, and athletes (like Carson) who want to change course on their goals.
  • + 5
 But he still competes and won Rotorua dual speed and style Wink and he is soooo coool that I would sponsor him if I had any money.
  • + 2
 @brianpark: an ins/out of sponsorship article would be spectacular, great idea!
  • + 3
 Also factor in that Redbull is a Cash Cow with very very deep pockets. We should be glad they sponsor MTB .....and not tennis, etc
  • + 1
 @brianpark: Yes yes please do this.
  • + 5
 I AM MARTIN SODERSTROM!
  • + 4
 so am I
  • + 4
 This video is Sick. I think people are forgeting he is riding on ice
  • + 1
 Red Bull "fired" Anton Thelander quite recently:

www.instagram.com/p/BdfzSCfgmxb/?hl=de&taken-by=antonthelander

So there is examples for athletes who are stopped being sponsored.
  • + 1
 Beautifully shot, looks horrifically cold and I like his Adidas hightops. Oh, and the riding was pretty cool, too.
  • + 0
 We love you Martin.
  • - 1
 Je sui Charlie
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