Deity Launches Brendan Fairclough Signature Handlebar

Jun 4, 2018 at 13:49
by DEITY Components  
DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar Pic. Rupert Fowler

PRESS RELEASE: Deity

BF800 Brendog, the Deity Brendan Fairclough signature handlebar

What is it about the flat-out focused aggression World Cup athletes channel into a brilliant display of speed, control, and style that turns all of us on? To us, it's the understanding of just how much sacrifice and commitment a rider invests to build to this level only to put it all on the line in the pursuit of that top podium spot. It always looks breathtaking on those race weekends, but the true work is put in behind the scenes and that dedication, focus, and effort is the essence of World Cup pedigree and our work ethic as a brand.

DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar Pic. Rupert Fowler
Brendan's effortless style as he takes his new Deity signature handlebar to the air.

DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar Pic. Rupert Fowler
DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar Pic. Rupert Fowler

Witnessing a mind numbing dance on the edge between complete chaos, eye melting speed, and absolute brilliance is what every World Cup run is all about! The Formula 1 of our industry, the athletes shape the narrative of race day and the best companies stand by their side and listen to their feedback, channelling their input into product development, working hand in hand to set them up for success, and eventually this effort will shape the product we all ride daily.

Welcome to the latest addition to the acclaimed Deity component line, the BF800 BRENDOG Signature Handlebar.

DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar

DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar
DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar

For us, there is no better input than that of an athlete and this has been a fundamental key to our success, drive, inspiration, and motivation. We'll never forget the first time we saw Brendan Fairclough on a bike... he was loose on two wheels, daring in line choice, ruthlessly fast, a young face that would eventually redefine style, and with his every move… he clearly loved every second on a bike. He exemplified speed and style to us and defined our desire to reflect these inspirations and discoveries into everything we do. This project is exactly why athlete collaborations are so exciting and fulfilling for us and that rider-centric mentality is what has always separated us from so many brands.

DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar Pic. Rupert Fowler

DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar Pic. Rupert Fowler
DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar Pic. Rupert Fowler

Our goal was to take Brendan's vision and develop a signature product worthy of his accolades and brilliant style. Every detail of his signature Deity handlebar is a reflection of him on the bike. Brendan's ability to feel the slightest changes in bend, sweep, deflection and compliance are unparalleled and that awareness of equipment is priceless and critical when riding at this level. His expectations and focus throughout this process led us to create his dream handlebar that is stunning from the outside and technically refined internally. After more than two years of exhausting all options and scrutinizing every aspect of this handlebar by punishing it in the lab, the real world, and on the World Cup circuit… we've outdone ourselves again!

DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar

DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar
DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar

With an 8-degree backsweep and 5-degree upsweep, we continue to broaden our range of options to fit every rider. The BF800 BRENDOG utilizes our proprietary Gradient Butting Technology for the optimal balance between responsive handling and the compliant feel you've come to expect from our collection of Deity handlebars. With uncompromising strength due to our unique approach to heat treatment with our Mono Heat Treatment Procedure, we are able to deliver a 20% increase in strength in all of our aluminium handlebars over standard processes to maximize your investment in our product and your confidence in your equipment!

DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar Pic. Rupert Fowler

DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar Pic. Rupert Fowler
DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar Pic. Rupert Fowler

Featuring a 30mm rise to tackle steep terrain and at an 800mm width, the BF800 BRENDOG signature handlebar transfers more power and control to the bike with the widest 31.8mm centre bore on the market. From the Alignment Markers to properly space your controls, we wrap it all up with incredibly detailed finishes like our signature two-tone ano for superior durability and unmatched styling. To us, it is all about the details. The details you may see in front of you and the countless ones that are hidden in the development of the product, the design characteristics that give life to metal, the manufacturing processes that separate us from the rest, and the voice of one of the greatest riders to touch a bike, Brendan Fairclough.

DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar

DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar
DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar

In the end, our riders and customers will tell you time and time again, Deity does it very differently and it shows. You feel our patience and precision in every product we offer and we will continue to put quality over quantity. How do you put a value on time and passion? For Deity, the reward is in the experience and this drives everything we do.

DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar Pic. Rupert Fowler

THE DETAILS:

• Designed for DH / Enduro / All MTN applications
• Developed and tested rigorously for 2 years on the World Cup DH circuit
• Incredibly detailed two-tone bead blast and polished ano finish
• Brendog signature 8-degree bend / backsweep by 5-degree upsweep
• 800mm width
• Custom butted 7075 T73 aluminium utilizing our proprietary Gradient Butting Technology
• Mono Heat Treatment Procedure for increased strength
• Stiffness for tracking yet compliant for endless chatter and big hits
• Wider centre bore spacing for unrivalled stability
• Designed for maximum ride quality with a 31.8mm bore
• Alignment control markers for perfect set up and spacing of your levers
• Features measured cut marks and center alignment detail
• Black ano finish with stealth, white, red or orange graphics
• Covered by our Lifetime Crash Replacement Policy to the original owner
• Available in a 30mm rise (343 grams)

DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar

DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar
DEITY BF800 BRENDOG- The Brendan Fairclough Signature Handlebar

Views: 1,822    Faves: 0    Comments: 0


Dive into more details on the entire Deity line of components and complete your kit at: deitycomponents.com

Action/Lifestyle Photos: Rupert Fowler
Product Photos: Stephen Graham


MENTIONS: @Deityusa




42 Comments

  • + 34
 Damn. Who knew you could make a handlebar commercial so dramatic?
  • + 3
 Bigger than life
  • + 12
 This summer, one man, one bar, one mission. They called him Assegai but one day he flatted... of wrong movie
  • + 17
 @WAKIdesigns: Stop commenting on everything
  • + 3
 NO RIDING VIDEO SERIOUSLY ??!
  • + 1
 @RedBurn: I know right! I wish they could have addressed that in the press release. It seems like right near the end of the press release would have been a perfect place to mention this. Also, sure seems a shame to me, with brendog I feel like they could have made one of their best edits to date...
  • + 4
 @VwHarman: @RedBurn Full edit launches tomorrow and it is a goodie!
  • + 1
 @deityusa: THANK$
  • + 0
 Its cringeworthy and i love deity lol
  • + 3
 Love DEITY parts. Have both bikes' cockpits decked out with the new copperhead/blacklable combo. Would like to see the two-tone finish adjusted to allow regular grips (ie: soft, simple, less plastic waste) to be used and not slip.
  • + 7
 Lol, i felt the passion
  • + 6
 yeah, i like deity stuff, own a bunch of it, but come on...
  • + 3
 Lol really?? my bike is loaded with deity parts but the way they are carrying on its like its a whole new line lol.. the only difference is it says bf800 and its painted slighty different.
  • + 1
 Bend has changed, and i dont think they have previously offered a 30mm rise.
  • + 2
 @mylespotter: what one more degree upsweep and now they offer a 30mm rise.. hardly groundbreaking
  • + 8
 @mylespotter: game changing
  • + 1
 @andydhteam: Yeah you're right. Not much ground breaking you can do with a MTB bar unless you use it as a pickaxe. Just thought i'd point out its not just bold new graphics.
  • + 5
 Are the bullet points copy & paste or pinkbike add them?

"Wider centre bore spacing for unrivalled stability"

Wtf
  • + 2
 "Custom butted 7075 T73 aluminium utilizing our proprietary Gradient Butting Technology"

I think that should answer your question unless you believe PB is Deity.
  • + 1
 Just the “we’ve outdone ourselves again” made my skin crawl. Gonna need some wider doors in the Diety office soon...
  • + 5
 I think I'll wait for the Brendog Signature Bottom Bracket.
  • + 3
 threaded of course
  • + 5
 The facial expression comes with the bar or is it an extra?? Big Grin
  • + 1
 That video truly sucked. Expected some shred clips and maybe a few words from Brendog about the bars - none. No info either e.g. bar specs, price... Did not make me want to buy product.
  • + 1
 Is this serious or tongue in cheek? It's so hard to say these days.. the rider says: ha ha, fun fun. The company says: MARKETING, PERCENTAGES, MONEY!
  • + 0
 The company's been saying "MARKETING, PERCENTAGES, MONEY!" for a while now. They used to have a rock and roll aesthetic, but it seems like everything they've been releasing lately was thought up and written by a fresh-out-of-college marketing student. They've pretty much become another faceless company in a sea of faceless mtb companies. Take that video for example, if it said SRAM or Shimano, instead of Deity, would it have felt out of place?
  • + 1
 so could they add one extra line saying what makes this 400usd bars so special?... Wink
  • + 1
 Only 87 bucks though, doesn't seem too bad, even with all the money they must have had to pay for that marketing.
  • + 1
 Sadie where's my warranty replacement bars ? 2 years and still waiting...
  • + 0
 This better cost $250! Otherwise not interested. / Sarcasm.

Wonder how it would feel on an Xc bike?
  • + 2
 out of luck on that one mate, it explicitly says like five hundred times its optimized for WC level Dh only Wink
  • + 1
 @pro-keyboardwarrior: Downcountry...
  • + 1
 @m1dg3t: whatever happened to Overmountain?
  • + 1
 @SeanC1: It went UpDuro...
  • + 1
 Not quite enough passion.
  • + 1
 the dude should go freeriding. #littlelesscomercial
  • + 1
 Why not carbon?????
  • + 1
 When's the stem launch??
  • + 0
 Where are they going to launch it and why?
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