Deity Overhauls Entire Company With New Line

Feb 27, 2017 at 11:25
by DEITY Components  
Deity Overhauls Entire Company With New 2017 Line

We dare to ask, what separates the best from the rest? How do you choose what brands to support and what products to trust?

For us, it’s about an unrelenting commitment to our customers, riders, product development, and those who believe that true greatness comes from sacrifice and pushing the limits to find what is possible.

The Deity you see today is about the process of perfecting our craft while stripping all of the limitations away to reveal what Deity is destined to be. We are the reflection of the riders’ style and voice that inspires and propels our sport and we’ve built Deity on the promise to do what is best for you at all cost.

After 13 years of pushing against the grain and creating something from nothing, Deity has finally arrived. Free from the financial limitations that birthed Deity and armed with our leading technology, product development, and infrastructure, we’ve spent the past 3 years scrutinizing everything we do, completely stripping everything down and rebuilding from the ground up to bring you a smarter, faster, highly refined Deity. The end result is a product line that is 95% brand new and the best work we have done to date.

Brendon Fairclough - Deity Overhauls Entire Company With New 2017 Line
Brendan Fairclough pinned on board the Deity Blacklabel 800 Handlebar and Intake DM 31.8mm Stem.

We welcome you to experience our all new website, 2017 product line, direction and voice in hopes that you see our inspiration, style, and passion shine through. Our love for speed in all things from motorcycles, World Cup DH, trails, the racer’s mentality, and all things two wheels have played a monumental role in influencing our vision for Deity that feels fast standing still! How do you take this feeling and emotion and put it into design? This was the challenge that created everything we are unveiling today…

Our new website brings you comprehensive technical specifications about each and every Deity product while giving you the insight into how and why these products came to be. With thousands of product images, detailed information, rider content, up to date news, DEITY TV, and more, the new Deity website is a destination for inspiration and we cannot wait for you to experience it! To create a product line that replaces 95% of our previous line is a daunting task and impossible to cover in one PR, so what you see here is just a portion of the new line!

Deity Overhauls Entire Company With New 2017 Line

Today, we bring you the absolute best we have to offer by implementing our years of experience and proprietary technology with a laser focus on strength, function, and attention to detail. We’ve developed our own standards for excellence and to deliver on this promise we have to be better than all of our competitors. Just the number of additional steps we take in the manufacturing process can be seen in every detail of our all new aluminum Handlebar line. Not only have we developed our own technology, testing standards, and procedures over the years to ensure we are delivering the very best, we have also developed our own heat treatment processes, real-world testing processes, standards, and finish detailing to bring you the absolute best a handlebar has to offer.

Deity Overhauls Entire Company With New 2017 Line
Blacklabel 800 Handlebar / Available in a 15mm, 25mm, and 38mm rise / 800mm width

Seen here, our new wider Blacklabel 800 Handlebar is a work of art. We’ve taken the beloved Blacklabel to another level with a widened center bore to allow for a wider platform of 800mm and is supported by our Gradient Butting that is tailored specifically for every rise and width in our handlebar line. This wider center bore also gives the same confidence inspiring ride quality and strength that we demand for top-tier World Cup racing and we topped it off with a brilliant two-toned polished and bead blast black ano finish that has to be seen in person. You will notice this black foundation throughout our entire new line as we’ve moved away from full ano colors to bring you a more elegant offering with accent colors to perfectly match your kit and the most current suspension and frame graphic colors.

Deity Overhauls Entire Company With New 2017 Line

Our Proprietary Gradient Butting Technology allows us to produce some of the strongest handlebars available today while delivering incredible feel and performance in every model. We took all of the tools and knowledge that make us industry leaders in the handlebar category and redesigned our entire aluminum handlebar line, broadening our range to offer multiple rise options throughout each line as well as expanding into Trail and All Mountain with the new Skyline 787 Handlebar. The lightest Deity aluminum Handlebar to date, the Skyline is the result of taking our customers feedback and expanding the scope and depth of what we offer to the market.

Deity Overhauls Entire Company With New 2017 Line
Skyline 787 Handlebar / Available in a 15mm and 25mm rise / 787mm width

Our handlebar technology allows us to put material where you need it and minimize it in areas of low stress, so we can create a bar with a specific range of deflection and flex built into it. A departure from the standard double butting, the resulting unparalleled strength also delivers the feeling and performance that makes us the choice for top podium and title holders with countless accolades like Red Bull Rampage Wins, Crankworx victories, FMB championships, Enduro World Series wins, and has made us one of the most sought after brands on the World Cup circuit for 2017. The trust we’ve instilled by delivering incredibly strong, durable and reliable products gives you the confidence to push the limits of what is possible on two wheels.

Deity Overhauls Entire Company With New 2017 Line

We believe in setting a standard for excellence in everything we do and it certainly shows in our new Holeshot 35mm bore DH handlebar line. With multiple rise options, our first 35mm bore aluminum DH specific handlebar is designed to ride and feel exactly like our renowned Blacklabel - Dirt Mag’s Top 100 pick for three years running- the Holeshot is the next evolution in our DH handlebar Line and is the perfect choice for those looking to go beyond 800mm.

Deity Overhauls Entire Company With New 2017 Line
Holeshot 35 Handlebar /// Available in a 15mm, 25mm, and 38mm rise / 825mm width / 35mm Bore

This fundamental philosophy to never settle is seen in our riders, staff, customer support and products. We believe what separates the best from the rest is in the details and you cannot miss all the design elements in our completely new Grip line. From the familiar diamond pattern of many grips on the market to the alienating mushroom and half waffle designs available in hundreds of different formats, we’ve taken the best of what these elements have to offer and eliminated the issues to create a line of grips with something for every rider.

Deity Overhauls Entire Company With New 2017 Line

The grip of choice for World Cup style assassin and gloveless wonder, Sam Blenkinsop, the Knuckleduster embodies our attention to detail and our focus on function! Taking a risk and thinking outside the box is where Deity thrives and these are certainly case in point! The body of the grip combines the best elements of a half-waffle, mushroom ribbing, and an ergo feel in a stunning package. Featuring a stable mushroom pattern to minimize vibration, the true magic of the Knuckleduster lies in the V channel chevron ribs that ergonomically fill the swell of your palm and then seamlessly transition to a recessed half waffle on the underside.

Deity Overhauls Entire Company With New 2017 Line
Knuckleduster Grip /// 32mm Outer Diameter

Why is this magic? All half waffle patterns are outboard and are notorious for creating hot spots on long rides. By designing the top to seamlessly transition to a recessed half waffle pattern, your fingers sit perfectly into the grip and allow you full control even in the roughest of conditions without being plagued by hot spots or blisters. The Knuckleduster grips truly are an “all day grip” that allow you to keep it pinned wide open at all times!

Deity Overhauls Entire Company With New 2017 Line
Waypoint Grip /// 31mm Outer Diameter

The all new Waypoint Grip utilizes a micro-diamond pattern with a tapered internal sleeve to maximize a single bolt design while delivering a clean, lightweight grip that allows you to maximize every mm of hand placement. Our TRC Grip compound gives you the tactical feel you want and the durability you need throughout our entire grip line without compromised durability or having to worry what cleaning solutions you use on your bike.

Deity Overhauls Entire Company With New 2017 Line

Not only do we deliver products with attention to every detail that have to be seen in person to appreciate, but we truly value the experience and feedback from our world renowned athletes and riders. Our all new Intake Direct Mount Stems, available in both 31.8 and 35mm bore, are a perfect example of what rider feedback can bring to our designs. Born from discussions with Brendan Fairclough, the Intake DM stem is machined from 7075 T73 aluminum, features a zero degree rise, and comes in high gloss black ano with contrast graphics to match the rest of the Deity line. Showcasing machining detail throughout and increased stiffness due to the 3-piece super wide clamping platform, the Intake DM is a product fueled by the feedback from our riders, customers, dealers, and distributors.

Deity Overhauls Entire Company With New 2017 Line
Intake DM Stem /// Available in a 35mm and 31.8mm size / Zero Rise / 3 Piece Design

All Deity products undergo a strict testing protocol. Unlike many companies who only require their products to pass the industry standard regulations, we have also developed our own testing standards that are not only much higher and harder to meet but are a closer reflection of the expectations we have for what our products will be put through in the real world.

It is easy to design a product that can meet all of the industry standards, but our goal is to push the levels of our designs to create a product that not only surpasses our expectations but also beats any other product we test it against. By creating our own testing procedures to mimic real world abuse, impact, and deflection, we seek to destroy components before they ever make it onto a bicycle.

Deity Overhauls Entire Company With New 2017 Line

Our all new line of Copperhead stems are available in 3 lengths and are a shining symbol of what these higher standards can create. With a goal to bring you a lighter version of the Cavity stem, we delivered a significantly stronger and sleeker line that is a complicated piece to machine. Every Deity product is machine tested to failure, but the Copperhead was relentless and would run for millions of cycles without showing any signs of issue and is a stem that begs to be put through as much abuse as you can dish out.

Deity Overhauls Entire Company With New 2017 Line
Copperhead Stem /// Available in a 35mm, 50mm, and 65mm Length

Again, this is still not enough for our customers and we do not stop at machine testing. To truly put a product through a Deity torture session, we take 12 to 24 months to real world test our designs before they ever start production. We’ve been criticized for taking too long to develop a renowned product like the TMAC pedal that has since developed a cult following and is rated one of the top 2 choices for pedals in 2016. Why would we take so long on one single product? We feel the proof is in the result and the time is absolutely worth it to us as our customers are never our testers.

Deity Overhauls Entire Company With New 2017 Line

The new Black Kat pedal is yet another example of an exceptionally durable design built around the indestructible retired Decoy pedal internals. With an extruded Deity concave pedal body design, the Black Kat is the sleeper in the new line. Initially intended to fill a hole in our product line, the design evolved into a very interesting pedal to set your foot on. Featuring a large, yet unobtrusive, platform size and a rounded profile surrounding the spindle, the Black Kat delivers insane amounts of grip and all at a reasonable end price.

Deity Overhauls Entire Company With New 2017 Line

We’ve always had incredible respect for other brands in this industry who believe in creating the highest quality products, so it was a great honor for us to collaborate with SDG Components to bring you our vision of the best saddles in the world. We’ve partnered with SDG to utilize their top selling Duster base, technology, and coupled it with our own foam molds, highest end materials, and finished it off with our Deity styling. The Speedtrap Railed saddle offers every detail, material, and performance that only the best saddles can deliver. From high-end mid-density EVA foam, top shelf Kevlar, and color accents to match the top suspension and frame graphics on the market… the Speedtrap is a saddle you can spend hours on.

Deity Overhauls Entire Company With New 2017 Line

There is one saddle that sets the standard for DH racing and this is our take on it. Our Sidetrack I-Beam DH Saddle is based on the new I-Fly 2.0 platform from SDG and it is the perfect finishing touch to any DH build. Featuring a stealth top cover with accent colors, it is just one of the countless new product designs that can be seen on the new Deity site.

This opportunity to redesign 95% of our products allowed us to deliver an homage to the inspirations that began this journey for us. The feeling derived from watching the top athletes of our sport is showcased in our entire new offering as one cohesive line to Complete Your Kit. From the helmet, goggles, jersey, full custom bike even down to the rider’s gloves we’ve designed our entire new line to fit together as a brilliant custom looking kit that will compliment and complete any build and bring it to life! Nevertheless, it is about more than the finished look. The secret to what makes the Deity line a phenomenal experience is a technology and design that builds the framework of each product.

All these new designs are just a sampling of our 2017 Product Line that is available today! From our all-new Highside DJ/Slopestyle bar, to our new Seatposts, Circuit Clamps, Helltrack singlespeed Sprockets, Frisco Pivotal and I-Beam Saddles, and so much more, you have to visit our all new website to get familiar with the new smarter, faster, refined Deity!

Sam Blenkinsop - Deity Overhauls Entire Company With New 2017 Line
Sam Blenkinsop and the Norco Factory Racing Team to be on full Deity kits for 2017 and beyond.

At the end of the day, we know what separates Deity from the rest and it is our unwillingness to compromise. We believe that the knowledge and integrity that comes from doing things for the right reasons leaves no room for regrets. We take the responsibility of our customer and rider’s experience seriously and are incredibly proud to say that we never sacrifice for the easy outcome and always do it with style.

To truly understand why Deity is so beloved by our supporters you have to believe that it is possible to build something against all odds. To be fearless enough to stand for what you believe in, do it your own way, and be willing to risk it all to succeed. The new Deity is a tribute to all of you, our riders, our customers, and those who have supported us throughout our evolution since 2004. Today is just the beginning of what is the future for Deity, so visit the new Deity website to start the journey!

http://www.deitycomponents.com



MENTIONS: @deityusa




296 Comments

  • + 100
 I don't see anything innovative in this line, with all the hype deity has been putting out over the last few weeks I expected a lot more. No 35mm clamp non-direct mount stem?
  • + 78
 A new logo
  • + 26
 I disagree. In fact I think the whole line and new advertising platform is very innovative. It puts deity on a very professional level from which it was before.
  • + 10
 i was surprised at no standard 35mm clamp stem as well. makes no sense.
  • + 88
 @loganskis: This is the just the beginning. We have more plans to come and a standard 35mm clamp Copperhead is in the future.
  • + 17
 While i agree it is weird that they're making a handlebar & only a direct mount stem to go with it, they're probably thinking of it as a complete cockpit, for DH only, thus the direct mount stem being the only option.

35mm seems to be having trouble gaining traction in the industry. Even SRAM, king of "new standards," doesn't make anything with a 35mm clamp, & they just refreshed a bunch of their handlebars & stems.
  • + 177
 @groghunter: 35mm is hit or miss. Many of our riders refuse to ride it and we have had mixed opinions on it as well. A properly designed 31.8mm handlebar is flawless. Nevertheless, people are needing options to upgrade their stock OE 35mm set ups and we should have a solution for them.

It may not make sense to launch a new handlebar line that is mainly 31.8mm, but we are a rider driven brand and we listen first to the riders and last to the industry trends.
  • + 4
 @deityusa: what about carbon bars?
  • + 10
 @deityusa: Well, I have to say, I agree. I'm not loving the 35mm setup that my new bike came with, though I find it hard to determine what harshness I'm feeling comes from the suspension, & what comes from the bars.

That said, I'm 5' 8", & my buddy who's 6' 4" swears by 35mm.
  • + 27
 @adrennan: The DC31 Mohawk and T-MO are two of the products continuing in our line. Nevertheless, you will see an expansion in our carbon line in 2018.
  • - 34
flag J-Carmichael (Feb 28, 2017 at 8:30) (Below Threshold)
 @deityusa: If a properly designed 31.8 bar is flawless and truly what you believe your riders and the industry want then why did you develop your new 35mm options? I did not mean to be negetive with my initial comment, if anything I think you just marketed this launch too well for your own good. I saw marketing all over the place, seemingly everywhere I looked which got me excited, and the language you used made me expect some sort of radical innovation or shift from you, something which I don't think incrimental improvements in existing product categories represent. Expectation management is important.
  • + 17
 @J-Carmichael: At some point you have to go where the money is. Specialized stuck to 29ers for ages, adamant it was far better than 27.5. Though eventually they caved in as that's where the money is. It's not always about what the best product is.
  • - 27
flag J-Carmichael (Feb 28, 2017 at 8:38) (Below Threshold)
 @jezzah: what you are suggesting is a contradiction of Deity's brand image of being rider first and rider owned. If they truly believe that 31.8 is the best option for clamp sizing then selling 35mm components undermines the credibility of that image they have created for themselves.
  • + 17
 @J-Carmichael: I'd suggest that the very fact they are still producing 31.8mm at all is proof enough. Along with them actively recommending it here.
  • + 16
 @J-Carmichael: dude, read their reply like 3 comments up. "Nevertheless, people are needing options to upgrade their stock OE 35mm set ups and we should have a solution for them."
  • - 26
flag J-Carmichael (Feb 28, 2017 at 8:59) (Below Threshold)
 @mountainyj: If 31.8mm cockpits were actually "flawless" then no one would want to upgrade their 35mm OE cockpits to other 35mm parts, they would want to upgrade to 31.8.
  • + 6
 some people like 35mm. i understand the gain is marginal (if any). i personally think it looks better; it just looks sturdier to me. i also like my bike to be stupidly stiff; if i feel flex then i get thinking something is about to fail. i am glad they have the option. 35mm carbon bar???
  • + 45
 @J-Carmichael: Many people cannot afford to change a bar and a stem at the same time.
  • - 14
flag hellbelly (Feb 28, 2017 at 9:03) (Below Threshold)
 Yeah, 35mm clamp bars and no stem to match. Whats up with that? :/
  • + 6
 Curious as to what you would define as something 'innovative' in the world of handlebars and stems?! How do you make an innovative handlebar in this day and age without some people just saying it is a gimmick (vibrocore for instance).
  • + 21
 @groghunter: I'm 6'3" and have ridden many 35mm setups; carbon, alloy, the works. I personally prefer to run 31.8 on all of my bikes and am yet to see a need that justifies 35mm, for the most part. You're not alone.
  • + 10
 @AJBarlas: its not a need for 35, just that many companies are able to offer bars in 35 that are both wider and lighter than their 31.8 counterparts. easton was able to increase the width by 10mm and drop 20 grams from their havocs by going from 31.8 to 35. yeah i know, 20 grams, whatever, but still its impressive to go wider and lighter at the same time.
  • + 12
 Innovative is subjective. What I see is an image update from the logo to the website/store look and function. They have new bars, stems, grips, seat posts and saddles. That for any company is a big deal and yes marketing comes into play. I would challenge anyone to come up with another recent(10 years) company to do something similar with this much new product.
Regardless, the product looks great and Sadie and Eric are rad. Keep it up guys. @deityusa
  • - 29
flag J-Carmichael (Feb 28, 2017 at 9:14) (Below Threshold)
 @deityusa: I guess I am just unclear on what you are going for here, because claiming to be rider focused, claiming that a certain product characteristic (31.8mm), and then selling product a product which you think is "hit and miss" (35mm) a price point higher then you sell your "flawless" bars for. It seems all backwards and contradictory to your brand image.

I think that 35mm bars are going to be the standard, and I don't think that they are struggling to gain market share in the high end mountain bike segment which is undoubtedly the market deity is selling to. My confusion is just based around essentially denouncing 35mm bars and then turning around and selling them.

Again @deityusa I have nothing against your company, I am just confused on your opinion of 35mm cockpits and how selling them aligns with your brand image of being rider focused if you truly believe they are inferior to 31.8mm bars.
  • + 24
 @J-Carmichael: because if somebody buys a bike with 35s on it oe. And they want different bars but can't or don't want to buy a stem, Deity is now an option to that rider. Not that complicated, slow down a little
  • + 7
 @J-Carmichael: and you're very wrong if you think 35mm will take over. Enve refuses to make them for the same reason Deity didn't want to make them in the first place. 31.8s not going anywhere
  • + 40
 @J-Carmichael: We offer 7 handlebar models in a range of rises. Only one is a 35mm bore and tailored for DH only. That should speak volumes that we are not just conforming to what the OE driven brands are doing. 35mm has its place and it is when you go beyond 800mm in width. The same is true for the adoption of 31.8 from 25.4.

Other companies or even customers may disagree, but our testing led to that conclusion time and time again.

We do not think 35mm will become the standard in this industry and the only way it will is if companies do not listen to their riders. The Holeshot came to fruition because we had a demand for bars wider than 800mm and this was the only way to do it and maintain our standards for strength.
  • + 1
 I'm one of the minority who would like more Deity bar options with a 35mm bore. I guess if the CZ 38 Specials go on closeout, I could justify downsizing my current clamp size.
  • + 0
 @J-Carmichael: I remember reading somewhere (an OEM I think) that 35 was "developed" only because it improved general aesthetics, because everything else on the bikes was already became larger, and not because it offered any real, measurable gain.
  • + 3
 @deityusa:
I tried to warranty my Diety carbon bars last year, but it didn't work out cost effective,
i bought some Bugrtec instead, i'm really not liking them at all, have you got a UK distributor yet ?
  • + 15
 @pigman65: We are on the hunt! The demand for us is massive in the UK and we love the scene there. It fits us brilliantly and we have confidence we will get the right fit for our brand and when that happens...we plan to really be involved in the UK in a very big way.
  • + 6
 @deityusa: I already told Sadie i'd do it Smile
  • + 6
 "I don't see anything innovative in this line"

Pfft, can't you see they're using orange. Apart from Fox and Giant using it for the last few years, hardly anyone else is using orange!
  • + 2
 @AJBarlas: exactly! I needed to upgrade my cockpit and just went with 35mm as I wanted the new race face Atlas carbon bars..Bought them on looks alone..But ya the extra stiffness is noticeable especially at my size..I won't be going back!
  • + 4
 @mountainyj: No isn't going anywhere but 35 will become the norm i do believe as well going forward..
  • + 3
 @deityusa: I'd like to see a fat grip at 145mm length. Please, please, please, please....

P.S. please....
  • + 2
 Oops...
  • - 7
flag barbaricht (Feb 28, 2017 at 11:54) (Below Threshold)
 no alloy COLOR bars any more. Good bye Deity forever!
  • + 1
 @barbaricht: I'm sure they are mourning the loss of your custom right now.
  • + 14
 Why so much negativity on an article about a brand that is dedicated to riders? One of the few companies that listens to feedback and seems fully committed to making what people want. I know this is the pinkbike comment section but damn.
  • + 1
 @mgolder: not custom. have you seen their previous line with alloy colors.
  • + 0
 @mountainyj: I dunno I said the same thing about 26ers then boost then 11spd, its not about what we need, its what the companies decide we need.
Its arse backwards but thats marketing.
  • + 5
 I think that the fresh image of the company alone is something to get excited over, not to mention how sleek all the products look! Can't wait to try some for myself!
  • + 1
 Agreed. Not many 35mm non direct stems out there at all. How about those 825mm bars?! Where does it end??
  • + 1
 @chinaboy: Renthal Apex 35
  • + 6
 I spoke with carbon bar maker about 35. He said that 1. It makes little difference for aluminium bars 2. Carbon bars can be made flexy and impact resistant at the same time, to a greater degree that aluminium, no matter if diameter is 31.8 or 35 3. The biggest benefit of 35 for carbon is clamp area which is kind of a weak spot of that material 4. The problem with 35mm carbon bars is only for companies that are too lazy to work out a good custom layup, since their already too stiff bar is getting even worse.
  • + 0
 @WAKIdesigns: Thats why they market stiffness as a positive..... because who doesn't need more hand pain and arm pump.
  • + 1
 @lab7digital: ...and here I was really liking the Gothic font they used.... Frown
  • + 1
 @deityusa: I wish u guys would do a 30mm stem. Preeeety please... and the very first Deity FR saddle. ep1.pinkbike.org/p4pb3176142/p4pb3176142.jpg
  • + 1
 @barbaricht: I don't think you understood what I wrote.
  • - 1
 @chinaboy: Easton haven!
  • - 1
 @WAKIdesigns: raceface sixc 35 all day long bud!
  • - 1
 Lol, THE TECHNOLOGY, give me a fucking break.
  • + 3
 @deityusa: the 31.8mm bars are just fine. As a rider and racer i see a lot of what i feel as a privateer the industry changing things to garnish more money. Keep on doing what you are doing i am stoked on it. Obviously you cant please everyone and that is what has always been great about Deity you dont by riders for riders!
  • + 1
 @countzero1101: Maybe Satan don't fly in Idaho. \m/ Hails bring the DVs
  • + 1
 @jezzah: yet 29ers in the next year to 2 years will do to 27.5" what 27.5" did to 26" mark my words, death of the 27.5" is near!!
  • + 2
 @OperateEng: @deityusa I would also love to have a grip thats longer than 130-135mm. I ride a lot of bmx and the grips are much longer than the current mtb offerings. It's nice having a bit of room for the hands and options of placement for hands.
I tend to hold my grips inboard and having the extra bit of bar sticking out past my hands has helped when I've gotten off line and smashed a tree, bar hit but pinkys saved.
Also helps when coming back from no handers, gives a bit more to aim for.
I'm currently on Rental grips, I love the durability of the kevlar grip but I find them narrow my hands are almost touching both the inboard and outboard clamps. Most grips seem in be sporting similar length measurements.

Side note; It's really great that you take the time to read and comment on a majority of the comments on here. Says a lot to me about your company that's taking that sort of time to engage with customers.
  • + 2
 @WolfStoneD: have you tried sensus grips yet
  • + 2
 @deityusa: Whoever thought up the design and implementation of your new website needs a high five and their next round bought.

At least from the mobile aspect using safari, its one of the cleanest, fastest and well thought out sites I've been on in quite some time. Having the drop downs on the right hand side is smart and something most companies don't get. I f!#kin love it! Expect an order soon
  • + 1
 @adrennan: I dig Sensus but they're probably both made by ODI
  • + 1
 @SacAssassin: Thanks for the props on the site and glad to hear it is functioning well for you! There is a ton of content on it, so happy to hear it is loading up promptly!

Cheers!
  • + 53
 So stoked! Deity is one of the dopest companies and hands down has the best customer service out there. Call them up for product support and you get to talk to one of the owners. I can't wait to kit my bike out with this new line!
  • + 41
 Thanks for the love! Our customers and riders mean the world to us and being hands on and in touch with people is what makes the struggle of running a business worthwhile. We appreciate the feedback.
  • + 2
 @deityusa: Your new lineup looks tight—congratulations Diety
  • + 2
 The new line up looks so sick! Amazing team they have going and can't wait to make this years bikes pop with sexy new cockpits!
  • + 38
 Nobody has better customer service than Deity. It's also refreshing to see a company introduce new/revamped products AND have the new/revamped products available for purchase. All of my bikes run Deity components - they never let me down.
  • + 32
 Thanks for the props and for running DEITY kit on your bikes!
  • + 6
 @deityusa: those T macs better not be touched! They are already the best flat pedal ever to be ridden. Digging the new look. I'll be calling to order some new kit this week!
  • + 7
 @trueeast: The TMACs will always be in the line! Glad to hear you love them!
  • + 25
 How cool is it to see a Idaho company kill it like this. Idaho, as a state doesn't get much attention for our Mountain biking scene so it is awesome to see a company from Idaho do so much for the industry. Stoked for these guys and everything they do.
  • + 23
 Thanks! We could have relocated anywhere in the USA and the choice was between Idaho, Texas, and TN. We love it here and some of us at the company spent a lot of our life growing up in Idaho. Best kept secret around is the riding and people here.
  • + 4
 Yall got it made out there. It's still a secret
  • + 19
 Nice, now the "old" line will be on sale.
  • + 8
 Guess it's time to stock up on the 'old' black label bars now..... so much better looking than these. Anodized colors FTW.
  • + 0
 @WasatchEnduro: I hate the new bars. bring back the alloy colors!
  • + 15
 825mm!!!!Are these for basketball players?!
  • + 4
 Clearly they've read PinkBike reviews and decided to take it at face value when they said "we wish this bike had wide bars". Basically in any bike review you read.
  • + 4
 Its better to have longer bars and to be able to cut them down then to have shorter bars and wish you had longer ones.
  • + 9
 I hosnestly never considered deity components for some reason, but seeing everyone's reviews on their great customer service it's now on my top list. After having some sub par (putting it nicely) service from some other brand names (who will go nameless) I most definitely am only buying from those who put customers first.
  • + 6
 you should name it, maybe you just had bad luck. I would like to know what brand it is and what other people experience's are
  • + 2
 @JoseBravo: I don't want to name shame because nothing comes out of that, however, I will say it's a well known component company that is doesn't want to address a well known issue with their poor quality crank tightening system.
  • + 1
 Good idea!
  • + 0
 @zombiejack33: ISIS?

Probably Cinch but mine have been fine so far
  • + 2
 @zombiejack33: something does come out of naming companies with bad CS. You save others countless hours, frustration and $.
  • + 1
 @SacAssassin: it's the cinch system. It's a good set up but with a poor quality plastic lock ring that strips out or breaks when tightening (a well documented issue). All attempts to secure a replacement landed on the "talk to your local dealer", I get it they don't do direct sales, but maybe put a little more effort into remediating an issue with a cheap part, especially when the individual drops a decent chunk of change on your product. Customer service isn't just a hand shake, it's also the ability to stand by what you make.
  • + 1
 Would I get rid of the cranks this second because of this experience? No. Would I go with a company that gets good reviews and stands behind their product next upgrade? Yes, based on the run around I would.
  • + 8
 Proud and honored to support you guys and get many of my friends and fellow brands to do the same. So many facets of the bike industry have changed and not for the better, but you guys have not only stayed true but have continued to evolve and innovate. Never mind the whiners and haters. It's a sign you have arrived when you spark opinions. Your customer service is also tops in the game and your dedication to supporting riders for a company of your size is unprecedented! Count us on board until the end amigos! Much love.
  • + 4
 Lots of love back bud! You have been supporting us since the start and it means the world!
  • + 7
 Super stoked on the new line up! The phrase "our customers aren't test mules" is very reassuring. It's nice to know that DEITY has full confidence that their product will preform. It definitely alleviates my concern when riding in a situation where I may have to ditch the bike. In my opinion, taking the time to get it right shows nothing but professionalism and commitment to the community. Kudos to everyone at DEITY for doing things the way they should be done!
  • + 6
 I get what a bunch of people are saying about this being boring product wise - not the 'exciting new news' people were expecting.

That said, Deity has gone from a slightly peculiar brand with it's own unique style (never was a fan of the logo etc.) to a very slick, high end looking brand. If a little generic now because of it. I'd consider buying their products now - though maybe that makes me a snob?

Good on you! That's not an easy thing to do in the slightest. Especially not overnight (in the customers eyes anyway..). The website looks bloody brilliant also. T-shirt designs are attractive also. Impressed - well done you lot!
  • + 5
 Eric and Sadie you guys have just impressed everyone. No matter what the haters say, it doesn't take away from the fact that you two are down right legends in this industry. Supporting riders from such a young age and sticking by their side through everything. Personally, I had a significant injury putting me out for 12 months and you guys were still happy to have me on board, now coming back towards the media side and you still support my choices. Nothing says more about a company than that. Now with the new products line you guys are set for a while, I love it, everyone loves it, and we all can't wait to have this rad gear on our bikes! Platinum for me, but I think I'm going to order 20 pairs of those Knuckleduster grips because they definitely look like everybody's dream grip! Thankyou so much for everything!
  • + 5
 Holy mother of christ we're a picky, un-supportive bunch of jerks today. Mad props, Deity. I'm in the process of picking out some sweet new components for my Reign - Love the colour choices you've got across the range.
  • + 4
 The new line is absolutely on point and well appreciated by me. Deity has always provided excellent customer service and that alone has gained my support and interest in the company. I just wish I could get a Cryptkeeper in red, but other than that I am happy about the new line. I cant wait to try the 80mm bars, Copperhead stem and Frisco seat. Hurry up payday.
  • + 4
 Hit up the site and the Copperhead comes in 7 ano color, including red! Thanks for the love and props!
  • + 1
 @deityusa:

out of the 7 colors you guys didnt include copper ano as an option?!?! copper ano on the copperhead stem - would be so pimp.
  • + 6
 @ledude: We made protos of it and it may be a limited edition color down the road.
  • + 1
 @deityusa:

let me know when the copper ano is available...i'll buy!
  • + 3
 @deityusa Hello, could you give more details about your Gradient Butting Technology please. Some manufacturers have sections on their websites which give details about their manufacturing processes and I really like that.

I'd love to see the whole process for the TMac pedals manufacture.

I realise these are proprietary processes but anything you can show would be great.
  • + 7
 35mm bars, but no 35mm stem that isn't DM? and no purple handlebars? boo
  • + 5
 In the future, you will see the Copperhead in a 35mm clamp option. We released soooo many new products that we had to spread the insanity a little. Haha! No purple handlebars though unfortunately. They were voted out, but we will make a note of your comment because you never know what happens down the road.
  • + 6
 @deityusa: You can pry my purple blacklabel bars from my cold, lifeless hands!
  • + 3
 @WasatchEnduro: Haha! Love the passion!
  • + 3
 Deity rules!! If you really care about brands and companies that care about you, the rider, then spend your hard earned pennies with them. Deity is one such company..Not hell bent on profit or dictating standards to push out the little guys, they do it for the love of it, producing some of the best products available and with customer service that is second to none! Ive had Deity components on my bikes for several years and will continue to do so for many more. Keep up the outstanding work! A fan for life! 3
  • + 4
 I love the new website and how they include the story and a "complete the kit" pairing. Amazing work Deity, you're killing it!
  • + 1
 Glad to see the content is not too much. We designed the line to fit together very cohesively, so our "Complete Your Kit" program is a great way to see how a line could look as a full kit. Thanks for the feedback and support! Makes our day!
  • + 6
 I wish all bike companies were rider owned/operated. Thanks, Deity!
  • + 2
 Ooooh. That Copperhead is SO sick, you literally could not break it? The detail in the grips, dang. And the Skyline. I need a new cockpit & my wishlist is now complete! Thanks for always killing it. Y'all are doing things differently & that's clear, the heart behind your brand is unmatched. This lineup is rad.
  • + 2
 Dude, I'm stoked to see the new shit! Deity is one of my favorite companies and Sadie was super helpful getting me the parts to build up my Gulf Oil Black Market Edit1. But now that you've got more orange bits coming out, some component upgrades may be in order...
  • + 1
 Thanks for the love! Your Edit 1 is a stunner!
  • + 2
 All the new stuff looks AMAZING!! I've been using Deity stuff for nearly 10 years now and can comfortably say that their stuff before was bulletproof and stylish at the same time. Cannot wait to try some of the new stuff as it can only be better!
  • + 2
 I am so excited and pumped for Deity's new line of product! I am so confused how anyone could say anything negative towards such a bad ass and genuine company. Deity has always been the most honest and real bike company out there. they do everything for the riders and won't take the easy route to do what everyone else is doing! They are making hands down the best parts for a large majority of riders in our industry and for all of you who don't agree with it, that's fine. There's plenty of options out there, just don't go talking crap about the most loyal company in our industry.
  • + 2
 Deity rules!! If you really care about brands and companies that care about you, the rider, then spend your hard earned pennies with them. Deity is one such company..Not hell bent on profit or dictating standards to push out the little guys, they do it for the love of it, producing some of the best products available and with customer service that is second to none . Ive had Deity components on my bikes for several years and will continue to do so for many more...Keep up the outstanding work!....A fan for life! 3
  • + 2
 So stoked for this! Deity's products are top notch and anyone whose ever dealt with them personally will attest that Sadie is one of the nicest people in the industry and they will always make sure you get taken care of. Congrats guys!
  • + 2
 Deity is the best brand in the game, since they know what riders need to progress. Also, all Deity parts are built to last and can take serious abuse. Everyone at Deity only gives back positive vibes. I strongly feel that every component they make has only brought me more confidence when riding, because I trust each part.
  • + 2
 I have yet to have a single problem with anything Deity and I run a whole slew of your stuff on my rigid Cryptkeeper. Thanks for making a solid rig! As for the future, I really wanna try some of those new Black Kat pedals!!! Is Cody running them?
  • + 2
 If I remember right... Cody is on the Bladerunner pedals.
  • + 2
 I got some a few items from Deity not too long ago but my favorite are the Bladerunner pedals. They feel terrific and grip so well.

Quick question.. why do you charge so much for shipping when you order direct from your site? If I want to get a seat post clamp its $16 to ship it. Are you doing this to detour costumers from buying direct and instead trying to have them go to other companies that sell your products?
  • + 13
 We agree with you. Shipping rates are expensive these day, so if someone is only ordering one small item (Clamp for example)...the lowest rate by UPS may be $16 to your address. Your best bet if you are ever after ordering one part that is small is to give us a call. We can then find a different method for you and get a chance to talk bikes as well.
  • + 3
 @deityusa: Sounds good. Thanks for the reply! Have a nice day.
  • + 2
 @LucWicklund @deityusa Small box USPS priority mail with tracking is around $6.60
  • + 2
 let this be a lesson to anyone wanting to start a business. when you dont have investors and have minimized the financial overhead (i think i read somewhere they were debt free) you can do what you want and let the market dictate how it works, not chasing trends to meet sales numbers.

keep at it @dietyusa
  • + 4
 Great work on the combo with SDG! Only seats & grips I've used for the past few years. Can't wait to check out this new offering by you guys...
  • + 6
 SDG is family to us and when it comes to premiere saddles on the market...no one compares to them. To be selected to run their bases is a true honor to us.
  • + 2
 Super excited to see these guys progress. I was running hand-me-down components from Deity on my first bikes and have been running their stuff ever since. The price point is competitive and the quality is impressive. I love the T-Mac pedals! Keep it up guys!
  • + 1
 Diety, love the attention to detail and your willing ness to connect with consumers. I am too looking forward to a 35mm copperhead stem.

The grips look very similar to the Deathgrips, is there any coraltion between the two?
  • + 2
 Outside of a tapered internal sleeve...very very different. From the waffle being inboard, v channel ribs, diameter, seamless transitions, ribs you name it. The Deathgrip is a beast of a grip and its own unique specimen. The boys at DMR nailed that grip! You would be hard pressed to find better options than the Knuckleduster, the DMR Deathgrip, and the Sensus line. Then again, we may be biased.
  • + 1
 @deityusa: I knew there was some trickery in there! Can you elaborate on "inboard" waffles? I was very happy with my Death Grips, lasted a LONG time. I am going to pick up a set of these to try out, keen to feel the difference. P.S drop some gum collored ones Wink Thanks for the reply!
  • + 2
 So stoked on the new lineup! Thanks again Eric and Sadie for supporting grassroots racers! Absolutely can not wait to pimp my bike out with all these new components! Fantastic work by fantastic people as always!
  • + 2
 Rider driven company for sure! Genuine level of stoke is unmatched by others in the business. The new branding is so fresh and bold! Loving the look and can't wait to complete my kit!
  • + 1
 I really like Deity, and own many of their products. Having said that, I am curious about why they choose to have their products made over-seas. Is it even possible for a US company to have things made here at a local shop? I've always gravitated towards Hope products, because even if it isn't USA made I still feel like they're at least supporting their local community by choosing to make most of their product in house.
  • + 2
 @deityusa I'm so pumped on the new site and product launch! Getting a new bike this weekend and can't wait to upgrade all the components to Deity. Thanks for focusing on riders rather than industry trends!
  • + 1
 With regards to saddles (in general) I'm curious why the Pivotal option isn't considered?

I get the point about size/shape of a particular saddle. Just seems strange it's never caught on (fully) with DH given how simple and strong the design is. Plus I mean, J. Miron... the end
  • + 1
 What you see on this PR is just a sampling of the new line... we have the Frisco saddle available in both Pivotal and I-Beam set ups alongside our Pyston V2 Pivotal Seatpost...
  • + 2
 @deityusa: thanks for the info. And nice work on the '17 lineup
  • + 2
 As we all know that style matters more than function, why does almost no company produce components in yellow? No neon, no orange, no gold, just plain yellow?

That question is on my mind all day. And night.
  • + 1
 Pretty happy with the design and look of these products. I've been riding Deity components for years and have always been happy with their performance. They have only been getting better with time and I think this is a step in the right direction for them.
  • + 1
 Looking good. Stoked to see more products from you cats. Would love to see a 3.5" rise bar with 4degree up sweep and 13degree backsweep. 25.4mm clamping.
But that just me. What i like.
Keep charging forward guys and gals.
Kim
  • + 3
 So stoked about this new line. Deity is an unreal company and I cannot wait to rock those new handlebars and saddles on my bikes!
  • + 3
 Fresh dialed look paired with reliably high performance status. Always stoked to see deity carve its own path with riders in mind - keep doin' what you're doin' guys!!!
  • + 2
 Always about the riders first and foremost!
  • + 5
 DANG SON! The new bits are almost as hot as Sadie! Well done.
  • + 3
 Sadie loves to hear it! Haha! xoxo
  • + 3
 So many new options to choose from!! So happy! You guys are just on another level, & painting a solid picture for the future of this sport & it's looking goooood
  • + 3
 You have been on DEITY for so many years and we cannot thank you enough for always supporting us through thick and thin!
  • + 2
 @deityusa: Since I started riding mtb in 2014. It's been so rad progressing with you guys on the fresh blood program with you guys. Deity Blood for life!
  • + 4
 Beauty and function! Deity knocked it out of the park with the new line
  • + 3
 A lot of love went into everything and we have been dying for so long to release it all.
  • + 4
 DEITY crew is so committed and work their rear ends off
  • + 3
 Beautiful line up! Same, trustworthy Deity with a fresh, more powerful feel!
  • + 3
 We wanted the line to look fast standing still and glad you see our efforts! Cheers
  • + 4
 Mint web site and new products btw
  • + 3
 Cheers!
  • + 4
 That's a product lineup even God would be proud of.
  • + 2
 Don't bring fictitious characters into this...
  • + 3
 @seraph:

From Wikipedia

A deity (Listeni/ˈdiː.ᵻti/ or Listeni/ˈdeɪ.ᵻti/)[1] is a concept conceived in diverse ways in various cultures, typically as a natural or supernatural being considered divine or sacred.[2] Monotheistic religions accept only one Deity (predominantly referred to as God),[3] polytheistic religions accept and worship multiple deities,[4] henotheistic religions accept one supreme deity without denying other deities considering them as equivalent aspects of the same divine principle,[5][6] while several non-theistic religions deny any supreme eternal creator deity but accept a pantheon of deities which live, die and are reborn just like any other being.[7][8] A male deity is a god, while a female deity is a goddess.
  • + 2
 Will those grips work with the Specialized dropper post remote? Looks like it will be a perfect match for the Specialized grip clamp. These grips look great.
  • + 2
 Running that set up myself on my S-Works Enduro!
  • + 1
 @deityusa: sweet thx
  • + 2
 Great...Just after I buy my blacklabel bars and cavity stem this drops. Haha, I'll likely keep it, but that Copperhead looks very refined.
  • + 2
 The new line looks soo good! Deity is one of the most awesome company in the world. And the new line is one of the best things I've ever seen!
  • + 1
 Amped to hear you are loving it! There is a TON of content, so don;t hesitate to save some time tonight to scope it out on the new site! Cheers!
  • + 2
 New web site looks great and I can't wait to put my order in. Most of all thanks for caring about the me as a rider and everyone with Deity blood. You guys are awesome!
  • + 3
 Yeah Deity killed it! Love the new products and the new design! Can't wait to be riding with the new gear!!! Stoked!
  • + 2
 Honored to be having you fly the flag for us on the race circuit over the years! You are going to have a long career in this sport and we appreciate being part of the ride!
  • + 2
 Does anybody know if the orange matches the orange on the Fox forks? Especially interessted in the pedals and the grips.
Thanks
  • + 1
 Hey Deity looking forward to getting the new kit on my new Bronson. Was just checking out the site for some new shirts and such but was bummed do see no xxl. Nothing for the modern sasquatch?
  • + 9
 We made them in the past and they never gained traction, but we always make a few to keep in back stock in case someone is after a XXL. Just give us a call and we can sort you out!
  • + 2
 Always been a fan of Deity parts. The new line looks sick. I'm pretty sure the Topsoil on my DJ bike could used to be replaced after six years of abuse. That new DJ is sexy!
  • + 2
 I got myself a pair of @deityusa bars. Guess you could say things r getting pretty serious. Maybe i'll get a stem too. Actually only heard of the brand through @PhilKmetz
  • + 2
 Don't know where all this negativity is coming from, I'm loving the new look! Super stokes to throw some new blacklabels on the sb6!
  • + 2
 It's great to see such a good and reliable company come out with such a futuristic and competitive line up! Plus I love the black & orange.
  • + 1
 Stoked you are loving the kit! This is just a sample of the new line, so when you get a couple of hours to spend...hit up our new site to scope the rest of the range out!
  • + 2
 Stoked on the new line! Can't wait to get the new kit coming. Only brand that truly listens to the rider and doesn't conform to the industry bullsh*T, we love it!
  • + 1
 Hell yeah! Thanks for the kind words! It is all about the riders to us and unless you ride for us or are a customer...it is hard to understand.
  • + 1
 @deityusa: Whatever came of those bitchin Fox/Deity Blacklabel colorways?
  • + 3
 Half these comments look like they're written as advertorials by Diety staff! -
  • + 3
 Damn Deity you are looking fine! We are eagerly counting the minutes for our 2017 booking to arrive!
  • + 1
 Likewise! We are excited for Lambert to be bringing in the line!
  • + 2
 So stoked on the new look and all of the new parts. Can't wait to get my new build going in a few days! You guys are killing it.
  • + 2
 So stoked on this guys !!!! I will getting my hands on this as soon as possible. Awesome to be riding for such a awesome brand.
  • + 2
 This looks awesome! So much attention to detail and quality. Deity doing great work! Super excited to check the new stuff out.
  • + 3
 was on it to buy some new grips but no shipping to UK. We must have a stockist....
  • + 4
 We receive inquiries from the UK daily! It is the top area we are looking to expand into in a big way and a priority for us.
  • + 1
 Hotlines are the distributor in the UK
  • + 2
 @lee-vps-savage: Not any longer. We chose to move away from Hotlines last year to find a distributor with a smaller portfolio and that would fit DEITY's future the best. We have a lot of respect for the crew there and we are excited to bring DEITY into the UK in a massive way in the future. We just need to nail down the right distributor.
  • + 2
 @deityusa: ok thanks....you'll be a hit in the uk when it's sorted!
  • + 4
 Looking good deity! Brendan's bike looked so sick
  • + 3
 Rad company and Rad products. We have our whole family with deity kits on our rigs. Keep up the solid work. @deityusa
  • + 1
 Thanks for the support and love!
  • + 3
 New line looks sick! Probably getting a skyline for my trail bike. But damn...825mm bar width is ridiculous.
  • + 3
 Options. We have a full range that also includes 800mm, 787mm, and 760mm... Amped you like the Skyline 787!
  • + 2
 @deityusa: makes sense. Really cool to see you guys replying and answering so many questions in the comment section!
  • + 1
 Blenkinsop running the moto right hand front brake set up. Does anyone know the percentage of WC racers running the moto brake set up?
  • + 2
 The amount of times "Diety" has been said in these comments is just painful.
  • + 3
 Stoked. Already have my order in. Can't wait.
  • + 1
 I'm a huge fan of the new looks and all so props to Deity but I was really hoping for more 35 mm bore bars....and honestly do we really need 820 bars?
  • + 2
 Stoked on the new line, everything is so slick and refined. Can't wait to make some upgrades!
  • + 2
 The new products looks awesome! I can't wait to try it out for this season!
  • + 1
 Hey Deity, any plan to do a carbon 35 bar in around 40mm rise? It looks like higher rise only available in Aluminum? Or did I miss something?
  • + 3
 The new line looks incredible!!!!! Best brand in the business!
  • + 2
 Thanks and so happy to hear you love the kit!
  • + 3
 Thank you Deity for keeping the DJ options!
  • + 1
 Agree had cranks bar and stem and saddle on my DJ for years, loved em then still would have nothing else on the DJ, the saddle for my Enduro looks good. Personally I'm not on either side re 31.5 or 35mm for MtB side, I like both, DH I think I preferred 35mm but it comes down to what feel u get from the bar clamp. I noticed I got less fatigue and had more stability on the Dh with 35mm, but I'm a big shouldered dude, I was putting extensions in my bars before Earner and Peaty used too and ran risers on my Xc bikes while everyone had bar ends and long stems, what ever suits you run it!
  • + 2
 outstanding new line of treats...but...diff color lock-ons for grips? any other color than black?
  • + 2
 Clamps on the grips are only in black with colored grip bodies... we are definitely excited for people to wrap their mitts around our new grip line!
  • + 1
 @deityusa: so how does a single clamp/dual clamp grip differ? Never seen a lock-on grip on a MX bike and never see glue-on's on pedal bikes! ! !
  • + 2
 @MX298: The single clamp style grips feature one clamp on the inside of the grip (versus a clamp on each end). Some single clamp grips have a non tapered inner core to the entire support of the grip in on the inside clamp. Nevertheless, grips like ours, DMR, Santa Cruz, and a growing number are featuring tapered sleeves as it secures the grip onto the bar firmly.

The pros versus dual clamp styles (which we used to offer in the past) is that the grip is lighter and you can use the full room of the grip. Also, your hand is not prone to being cut if the metal clamp on the end is impacted.

Surprisingly though... clamp style grips are prevalent in Moto now and are amazing!
  • + 1
 @deityusa: I am excited...but can I get the grip in black w\a gold lock on?
  • + 1
 Super stoked on the new gear and needed some new grips anyway do went to grab the knuckledusters and the shipping was over half the price of the grip. Bummer
  • + 2
 The Black Kats look sick!!!
  • + 2
 Those grips look perfect.
  • + 2
 I'd love to buy the grips but why 13 bucks for shipping??
  • + 2
 Call them direct and they may be able to ship it with a different carrier for less.
  • + 1
 Can I upgrade my old deity carbon bar and my deity saddle to the 2017 line for free? Wink haha
  • + 2
 Sweet! Now just waiting for AU Distributor!
  • + 3
 We should have stock in about 1 weeks time. Cheers R Supersports
  • + 2
 New products look sick, cant wait till there on my bike!!!
  • + 2
 looks like they deitied up their product lineup
  • + 3
 Deity
  • + 2
 All these new products look amazing guys! Can't wait to ride them!
  • - 2
 I think Deity products are great and I own many. But I also know that recently you have dropped a rider or two from your team, including someone I would regard as a legend, and did an amazing job of promoting your DJ products. Is that part of your company wide restructuring for a better image for your brand? To me, claiming to be "Rider First", the subsequently dropping a rider from your team seems a bit contradictory to me. Hoping you have a better explanation.
  • + 19
 You must be talking about Adam Hauck. Definitely a legend and we were gutted to not be able to support him financially this year. We just could not afford to support him the way he would need to have a career riding for a bike brand. In a perfect world, we would have the finances to support all of our riders for life, but we have to be realistic about what we are able to do and pull off, especially when riders are counting on us. We would have gladly supported him with product, but that is not enough for someone of his caliber. I always envisioned him to fit best with a large company with deep pockets so he could travel, compete, and showcase why he is a legend. That could never be us our Blk Mrkt. We both never had the means like Specialized or the larger companies. Our DJ crew is stronger than ever and we live for trails. We just could not pull off what Adam would need. Fortunately, Morpheus snagged an amazing talent. We sponsor damn near 50 pro riders and wish we could do more for them or have them part of DEITY for life. Sometimes it is just not feasible. Not an easy choice with Adam as we love him dearly.
  • + 2
 Were stoked on the new lineup! The website looks dialed too!
  • - 1
 Maybe their pedals will hold up longer. I had a pair of NRG's for 8 years on all bikes. I trashed a pair of deity's in one season. The platform literally fell off the spindle mid ride.
  • + 4
 tighten your bolts buddy!
  • + 1
 @adrennan: they sheared off. While pedaling uphill. Just glad I wasn't landing a big jump!
  • + 2
 Props deity, I want that Copperhead stem sooo bad...
  • + 2
 @deityusa Liking the Black Kats, do you guys know the height measurement?
  • + 2
 Deity went balls to the wall on this one! So pumped!
  • + 1
 no alloy bar colors anymore. bad decision! Good bye forever Deity! going cromag or spank!
  • + 2
 I'm curious where are Deity components manufactured? and by whom?
  • + 1
 @deityusa Max said you can ship all his kit to me done he's not using it. True story.
  • + 1
 I like both sets of grips, and thank you for offering those components in grey. Cheers
  • + 1
 The grips are the only thing i would consider buying! Cant really go past Renthal for Bars and Stems!
  • + 1
 @deityusa Do you even consider to make a 35mm clamp version of Micro DM stem? (but still 30mm in length)
  • + 1
 @pinkbike why can I not delete or edit comments from the mobile site...ever?
  • + 1
 What happened to the old "d with horns" logo.?
  • + 1
 @deityusa : would it be nice to have a Deity branded dropper post?
  • + 1
 I'm just waiting for the videos! Please
  • + 4
 First edit drops tomorrow and features Bas van Steenbergen!
  • + 1
 @deityusa: I can't wait to see the footage from my house.
  • - 3
 No streesweeper anymore? Stoked! Maybe in 5-10 years we will see alu frame from Deity?
Also, 60-80 mm rise handlebar, still only bmx cranks and sprockets - is it 2017 already? Looks like 2007.
P.S. Copperhead stem looks sick!
  • + 4
 Those are our DJ line of parts... Stoked you like the Copperhead! Looks even better in person!
  • + 0
 @deityusa: I know, but this type of parts was relevant in 2007, and now it's 2017...
  • + 6
 @Hyperx: Haha! To our dirt jumpers...they will always be relevant to be honest. Definitely a lot of companies ditching DJ as it is not a lucative niche for them, but we are all about trails.
  • + 3
 @deityusa: The streetsweeper was the best frame EVER. love all I see otherwise!
  • + 1
 Those grips are my Specialized grips.
  • + 2
 Ya,I thought the OE specialized grip influenced that design for sure.at 32mm I'd give them a try though,and I think I'll buy those pedals too
  • + 0
 Did they just sell to a larger corp/company? That whole article read very corporate. If not, kudos to the new vigor
  • + 17
 Never. DEITY is and will always be operated by riders. The only thing that has changed is that we have become far more refined and ready to take the company to the next level. It has been a long road and this is just the start of a new chapter.
  • + 2
 it almost implied that they bought their freedom from someone bigger.
  • + 8
 @deityusa: Right on then! Keep on making great products, but don't forget the riders and styles that got you the loyal following you have. Cheers
  • + 12
 @adrennan: DEITY has never had partners, investors, or anyone other than us running, funding, and operated it. True freedom, but it is also why it took 13 years to build it to what it is today.
  • + 2
 @deityusa: gotchya that line about new found freedom threw me. you guys are all over this freaking thread. how many of you are manning the response job today.
  • + 4
 Love how the 14 year old trolls are neg propping my sell out comment above and will eventually hide this relative thread here. I was asking before I made any opinions or said anything regarding. I also said 'kudos' if they didn't sell out. I then gave props to Deity when they promptly responded to my question. Even with my caution, I somehow crossed the bro/fanboys and now in negative prop land. Haha...
  • + 10
 @bman33: We liked your comment. It is a valid question. Many companies have said to us "one day you will sell out to an investor or partner. If you want to take this thing to another level...you have to".

We disagree with that and look, 13 years later...we do not have debt, partners, investors, or anyone breathing down our neck. Now, we are hiring our riders to work for us and building DEITY to be what we always envisioned. It is possible to do it on your own terms...just be ready for a lot of work and the big companies wanting to squash you out of the market.

We are here for the long haul.
  • + 7
 @deityusa: kudos to you guys for growing organically and not caving in to the pressures of outside investment. It's the harder trail, but the more rewarding (and hopefully profitable) one too!
  • + 2
 @deityusa: no debt- this is key. many years of success to you guys. why no more horror vibe though?
  • + 4
 @deityusa: I appreciate your candor and up front, quick responses with us keyboard warriors and fans of Deity Products (great stuff btw). My initial comment wasn't meant at all as a dig, I was truly curious and didn't know either way. I found it amusing that it was at -3 for a bit. I'm sure many just saw it as a 'sell out' comment. Kudos again for doing what you do.
  • + 3
 @fullbug: So many people really did not like our personal taste in films. Haha! So, we had to try to not let it infiltrate everything and found that some people judged our brand on the image and never gave our product a chance. It is a shame, but we get it. Nevertheless, come to our homes and all you see is horror. Haha!
  • + 3
 @bman33: Never took it as a dig. We appreciate the opportunity to communicate and answer a question.
  • + 2
 @deityusa: Plus they've got the Griz now! Things are looking bright! Kudos @deityusa
  • + 1
 I got some TShit's from you guys years ago. The design was cool as hell!
  • + 1
 maybe some new OD2 stems coming out for 2017... who am I kidding
  • + 2
 No Purple Frown
  • + 1
 I was wondering why Deity was no longer making 165mm cranks.
  • + 1
 How narrow can you cut the highside bar?
  • + 1
 Which rise are you looking at?
  • + 1
 @groghunter: Easily to 710mm and narrower depending on your brake spacing etc.
  • + 1
 @deityusa: good deal, gracias.
  • + 1
 Beautiful pedals. Clipless pedals on the way ?
  • + 2
 Dope !
  • + 1
 Loving all the comments from people just so they can get a reply of Deity.
  • + 1
 no more Dirty 30's??
  • + 1
 Unfortunately, the long running Dirty 30 has been retired. It was in a 25mm rise and at 760mm width, so both the Blacklabel and Skyline are suitable replacement depending on the riding you plan to do. Both can be cut to 760mm as well...
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