Must Watch: Ride or Die - For Riders, By Riders

Oct 21, 2020
by Ride or Die  

RIDER OWNED.
For Riders, By Riders.
Video // Mind Spark Cinema
Photography // Harookz
Words // Ride or Die

Ride or Die was created by a crew of friends gathered together on the Sunshine coast living the ultimate mountain biker’s dream. Everything we did revolved around biking. We not only vocalized ‘Ride or Die’ but we quickly began using sharpies to tag things around the house including fridges, pizza boxes, helmets, trucks and, of course, our bikes.

Once we shaped a logo we were stoked on, and printed out the first custom batch of stickers, there was no stopping where the Ride or Die logo would live and travel to. We rocked it, our buddies rocked it, and from there it gained massive popularity. We never had intentions of building a lifestyle brand out of what originated as an inside joke, but we saw an opportunity and ran with it. With the money earned we decided to use the funds towards projects in the bike community. We knew we had all of the resources to make something that the MTB world could get behind. With the motto, logo, filmers, and riders it was a perfect recipe for something fun.

Ride or Die grew to a point where we had enough money saved up to do a video project. Luckily our friends at the Coast Gravity Park believed in us enough to create a signature trail with us to film, and then later open to public.

Ride or Die is a collaboration between Ryan Howard, Logan Peat, Paul Genovese, and Nic Genovese. Ride or Die as a whole would not be possible without you—the consumer, supporter, and friend.

Thank you to everyone supporting Ride or Die, here is our first video project. Funded by riders, for riders.


Photo by Harookz

Photo by Harookz

Photo by Harookz


Photo by Harookz

Photo by Harookz

Photo by Harookz

Photo by Harookz

Photo by Harookz

Photo by Harookz

The "Ride or Die" trail will be opening soon at Coast Gravity Park for everyone to enjoy. It will act as an extension to the infamous "Coastal Cruise" trail and connect you directly to “Flight Deck” or “Pay Dirt”. To purchase tickets and visit the park, visit the CGP website.

Photo by Harookz

Photo by Harookz

Photo by Harookz

Photo by Harookz

Photo by Harookz

Photo by Harookz

In the evenings, after the riding and shooting were finished, Aaron LaRocque took it upon himself to sketch a drawing of the new trail. We loved it so much that we made it into a t-shirt. Aaron is the mastermind behind most of our designs.


You can buy the t-shirt and more from our website. Purchasing from us will allow us to do more projects like this in the future. By Riders, For Riders.

Photo by Harookz

Photo by Harookz

Photo by Harookz

Photo by Harookz

Photo by Harookz

We passed around the HVX to whoever wanted it during the entirety of the shoot. Huge thanks to Sandy Wright for all the help with building the trail as well as running the dad-cam most of the week while we shot.

Photo by Harookz

Photo by Harookz

Photo by Harookz


Photo by Harookz

Photo by Harookz

Photo by Harookz


Photo by Harookz


To support Ride or Die for more projects like these in the future please visit rideordiemtb.com.

Regions in Article
Coast Gravity Park


114 Comments

  • 120 24
 FINALLY a company that sells t-shirts with logos on. It's what my wardrobe has been missing since I started riding 30 years ago.
  • 15 1
 At least they’re honest and refer to you as a “consumer”.
  • 12 49
flag CaMKii (Oct 21, 2020 at 11:47) (Below Threshold)
 Yeah nice video but there's really no need for yet another "lifestyle apparel" company.
  • 97 6
 @CaMKii: Unlike about 99.9% of lifestyle brands, they're just straight up about what they are and aren't. No performance claims, no big budget aspirations, just "people asked to buy this so now they can, and we'll spend the money on cool video projects and trails."

I don't understand the negativity. If it isn't for you just don't buy it?
  • 14 4
 @brianpark: must be new around here. someone will always find a way to be negative
  • 39 0
 @CaMKii: Well you're going to buy t-shirts, so you can either buy a t-shirt with a logo on it where the revenue is going to some schmuck though a corporate dividend, or you can buy a t-shirt with a logo on it where the revenue goes to guys making rad mountain bike videos. I know which "lifestyle" I'm choosing.
  • 22 0
 @CaMKii: You sound like the kinda guy that prefers the climb trail part of a ride
  • 3 0
 @ParkerLikesToBike: no doubt uphill for life with him
  • 2 0
 @TommyNunchuck must be late to the party, ride or die is around the scene for a couple of years now!
  • 1 0
 @brianpark: If it keeps the riders we like to see, riding. Then I'm all for it.
  • 79 1
 Don't get me wrong, I have mad respect for the spinny bois on the crankworx tour but riding like in this video will always be more enjoyable to watch.
  • 7 0
 Spinny Bois line, dropping spring 2021
  • 73 0
 has anyone chosen death?
  • 33 0
 Sadly almost everyone chooses death, most people don't even know ride is an option.
  • 1 0
 @L0rdTom: seems a no-brainer, but I guess without all the information it's a tough one. Does anyone just stumble into ride though?
  • 3 0
 Cake or Death
  • 1 0
 @MrBurger: Err.....cake please?
  • 68 0
 SO good! Brings me back to the Coastal Crew webisode days.
  • 2 0
 Yes to this
  • 2 0
 Oh boy yes ! Miss the vibes of these edits so much ... maybe think about a sequel @the-coastal-crew ?
  • 54 1
 I for one lookforward to seeing a 40 year old accountant wearing one of these wobbling their way down a blue trail on a Geometron
  • 17 0
 That's what an honest mtb edit would look like
  • 30 0
 Hold my prune juice.
  • 19 0
 50 year old accountant with an ebike and I will have you know I totally shred, my edits in those threads will be fire bro.

Can I get Ride or have a Nice Cuppa on my shirts though?
  • 11 0
 54 and still riding DH, though I try to stay logo free whenever possible and only wobble after a couple of drinks.
  • 11 0
 screw you man.

the wobbles are because i shred so hard and often that i can't keep my damn wheels true. also i don't know how to true a wheel.

also blue trails rule. no knee pads needed (just elbow pads and my raceplate)

#fasterthanyou
  • 1 0
 @paulskibum: "Ride or ... well, don't ride, I guess"
  • 1 0
 Hey there, take it easy!
  • 4 0
 Brother for us old guys it’s ride and die.
  • 41 3
 Does R-dog have the best style in MTB?
  • 15 1
 Yes.
  • 5 0
 Undoubtedly the steeziest dude in the game. This got me so amped up
  • 42 5
 Sooo it's like Canadian 50to01?
  • 105 31
 Just like it Except the trail is good, the riding is good, the filming is good, the editing is good, and you can actually understand what they are saying...
  • 15 0
 @MikeyMT: I meant more the business model, but got ya.
  • 37 3
 @MikeyMT: I always think its cute when Americans think that everyone understands what they are saying.
  • 17 2
 @bombdabass: well...they are Canadian.
  • 2 0
 @MikeyMT: You're saying 5001 riders are...?
  • 2 0
 @bombdabass: Kinda like king george III????
  • 2 0
 @BamaBiscuits: Isn't r-dog is american?
  • 5 0
 Yeah- so a bunch of Canadian's but Ryan Howard, who seems pretty central in this, is American. More Logan Peat edits! So effortlessly stylish.
  • 2 1
 @ace9: Very good at riding ruts...lol. Its more of a jab at our british 'Pinkers' lol
  • 3 0
 @snl1200: Logan is who I aspire to ride like.
  • 18 2
 A wasted opportunity to not have a DMX soundtrack.

Ryde or die
What's my name? BMX and I be the best
You see the rest they lookin' like they need a rest
One more time, I'm a session at you some shit
That's goin' get at you be fckin' with your mind
  • 16 1
 Probably should have used non wrinkly shirts for the product shoot?
  • 26 0
 ride or steam, choose one!
  • 4 0
 Do people still iron clothes?
  • 12 0
 Definitely skip the dying option, it's a permanent condition.....
  • 6 0
 Paul G is the ideal middleman to get the Coastal Crew talking again, put aside the past, and reunite for one final show. Shuttle diplomacy?

2021 Black Collars/Ride Or Die/Coastal Crew Jam Fest! ???? Do it for the fans! I love this shit!
  • 9 0
 Broooooo!! They need to bring back Life Behind Bars!! Red Bull stop messing around
  • 9 0
 Love that there not all rocking the latest frames money can buy and still killing it ????
  • 10 1
 Why does Logan Peat ride the old Bronson?
  • 11 1
 probably not sponsored anymore?
  • 3 0
 Had the same question - Wasn't sure if Bronson or Nomad.
  • 9 3
 The older vpp layout supposedly had better liveliness and pop, probably better for jumping
  • 3 8
flag mountainyj (Oct 21, 2020 at 9:50) (Below Threshold)
 @awitt: Jump bike. Given his last name and Logan's personal history with the brand, I don't think it's a sponsorship issue, haha. Pretty sure if he wanted a new Nomad or something they'd send him one.
  • 11 2
 @mountainyj: Way off the mark there buddy.
  • 5 0
 @brmeyero: It's a Nomad 3
  • 3 0
 Most of them are on old(ish) bikes.
  • 1 0
 Man Logans bike is so clean, love the look of the old SC
  • 3 1
 He hasn't been on Santa Cruz for years, you are all baked
  • 3 0
 @Sgalusha: That is true, but he is still rocking all their bikes (V10, Nomad, Jackal).
  • 9 0
 Paul Genovese's 1-footed euro-table may be the best one ever done.
  • 7 0
 More. Of. This. Props boys.
  • 6 0
 Unimog 404 shuttle vehicle; more details!
  • 3 0
 Reminds me of riding the West Van skate bowl back in the day, Struen with his little 360's and the crew. Then the North Van bowl boys show up and boost to the sky much like these guys.
  • 4 0
 Well that was freakin’ sick, holy crap! What an effort, and what a payoff, trail looks mint and the video is insane!
  • 5 0
 Awesome
  • 4 0
 I miss life behind bars so much
  • 3 0
 Are the Evil homies riding followings with a triple crown fork? Cause that is rad
  • 3 0
 Insurgent.
  • 1 0
 So when's the trail opening? Went all excited to check it out just to find it overgrown Frown The park is of course awesome but it sure doesn't look like this trail would be opening anytime soon.
  • 2 0
 Based on Logan Peat's performance, looks like the old Santa Cruz designs still work ;-)
  • 3 1
 Ride or Die. Keep shredding boys.
  • 3 0
 What a cool location!
  • 2 0
 nice video, but cant stop thinking in view from a blue moon sound track
  • 1 0
 tagging every single on of my note books with Ride Or Die logo! LETS SPREAD IT BOYZ. mega job as well
  • 2 0
 That was a helluva sweet video. Photos are stunners as well!
  • 2 0
 I'll buy a shirt when they release an 8 bit emulator take on Skate or Die.
  • 3 2
 i would buy 4 t shirts or more but the shipping to europe it´s 55 dolars Frown (((
  • 1 0
 Does this mean they are fiiiiinally opening the new line at coast gravity !!??
  • 2 0
 Works really well with the glass animals remix, class video!
  • 2 0
 Great to hear some Glass Animals!
  • 2 1
 Most companies ensure their clothes fit the models in photo shoots, but whatevs.
  • 1 0
 Grumpy old man mountain biker edition, “Don’t schralp my berm” (shaking fist)!
  • 2 0
 Why Robinson and Dunkerton are using old Spz models?
  • 2 0
 Have no clue why they are riding old bike, however for majority of jump trails you do not need ‘ progressive’ geometry at all
  • 1 0
 Love when edits can capture the soul of mountain biking. Nice job boys, hope you guys are doing well.
  • 1 0
 Sick boys! Another rad Coast Gravity Park trail to ride as well. You guys are killing it this year!
  • 1 0
 Totally forgot how sick the "old" Specialized bikes looked, love the black Demo and Enduro

btw... VOY material???
  • 1 0
 I don’t get the joke part...
  • 1 0
 So good boys, trail looks so fun! That Logan Tabes tho! Wow!
  • 1 0
 That's a hell of a sales campaign. I want a shirt now.
  • 1 0
 Such a sick edit. Nice work guys!
  • 1 0
 Top stuff @harookz ! Loved each frame
  • 1 0
 Would be ride AND die for me.
  • 1 0
 Dem heels got CLICKED!!!!!
  • 1 0
 20$ for a 50$ order, and I'm in Canada too... Good luck with that guys
  • 1 0
 So majority of rad ride edits have SC bike as a must
  • 1 0
 Nice vid, also awesome looking park to ride
  • 2 0
 That didn't suck.
  • 1 0
 Yes boys! So sick and the graphics are dope!!
  • 1 0
 I keep coming back for R-Dogs heel clicker.
  • 3 2
 ????????????
  • 1 0
 (insert fire emojis)
  • 1 0
 Beautiful edit.
  • 1 0
 Yeah and how many MTB pics of the year are in that photo roll?
  • 1 1
 time to get that tatted on my calf
  • 1 0
 No Fear
  • 1 0
 Who's unimog is that???
  • 1 0
 Killed it
  • 1 0
 Excellent!
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