Video: Emma Olofsson Dares to Be Different in 'Sanctuary'

Jan 15, 2024 at 12:35
by DEITY Components  

We started DEITY in 2004 to give riders a home with a brand that actually understands them, sticks by them for the long haul, and can identify with them. We are misfits in this industry and proud of it. We march to our own beat, our compass is different than other people, and we have always known that some people will get it…and some people will not.

From the minute we saw Emma Olofsson on a bike we knew that her DNA fits who we are… fearless to be herself, dedicated to do things her own way, and unapologetic in who she is.

In an industry that is currently cannibalizing itself, has over-extended its capability, is owned by investors, and is now discounting every aspect of what made it once great… it is terrible to see that the riders, photographers, and filmers are the first on the chopping block. Why? Investors and “companies” cannot see how critical these foundational pillars are to them and to the scene so when a penny must be saved…it comes at the cost of the people. It is the riders who make these “companies” have an identity outside of a product. We say it time and time again, there is a difference between a “brand” and a “company” and you can see the results when the adversity hits.

In 2004 when we started DEITY… the riders, real brands, photographers, media, and filmers were the ones who dictated the direction of this scene. Now, “companies” have been given too much power, too much control, and it has made riders, photographers, and filmers be at the mercy of a company’s decisions and ability to run their business properly.

We have not seen a time where so many riders have been dropped in December and January. Literally having the carpet pulled out from under them. Saying this is just “business” is a dry take on relationships and a disrespect to those who risk themselves daily to represent their sponsors, to the photogs and fimers who pack 60 pounds on their back to bring you the best visuals worldwide. What are these people supposed to do in January? Teamless, sponsorless, taking pay cuts, and left to wonder why they put themselves on the line for an industry that won’t protect them.

This project with Emma is a testament to the grit, artistry, skill, creativity, and passion these riders and creatives have. As we look into the future…we are eager for a revolution. A revolution where the riders, photographers, filmers, brands, and media take the power back. When that day happens… the cream will rise to the top industry wide. When that day happens… this industry will once again be a SANCTUARY for riders.

Rider: Emma Olofsson
Filmed/Edited: Jacob Nilzen


Author Info:
deityusa avatar

Member since Oct 11, 2007
106 articles

  • 95 2
 What is the percentage of people that wear a Slayer jacket that are also going to wear a Nickleback t-shirt? I am gong to guess 0.05%...or less.
  • 45 5
 We can only hope the nickleback shirt was meant to be ironic.
  • 21 36
flag novajimmer (Jan 17, 2024 at 9:10) (Below Threshold)
 haha, Slayers best years were way behind them before she was even born Smile She definitely has some style though
  • 10 0
 It's been awhile
  • 253 1
 “If you play a Nickleback song backwards you’ll hear messages from the devil. Even worse, if you play it forwards you’ll hear Nickleback.”

— Dave Grohl
  • 7 0
 @novajimmer: only a true fan of Slayer would say something so controversial.
  • 18 1
 @firewalkwithme: So, if you play a Slayer tune backwards you hear Wham! ? Only thing I tried, play Napalm Death backwards and it still sounds like Napalm Death.
  • 11 1
 @Struggleteam: Slayer is socially acceptable these days. Nickelback is way more DGAF in my my mind.
  • 2 0
 Don't forget the hike-a-bike Metallica t-shirt towards the end!
  • 1 8
flag icanreachit (Jan 17, 2024 at 16:55) (Below Threshold)
 I don't like that she owns a pink shirt.
  • 1 0
 @Struggleteam: Alanis? lol
  • 13 0
 @firewalkwithme: "If a tree falls in a forest and there is no-one around to hear it, is it the perfect place for a Nickelback gig?" Adam Sandler.
  • 1 0
 My thoughts exactly - zero lols
  • 5 0
 The 3 remaining Nickleback fans have downvoted me.
  • 5 23
flag pauhub (Jan 18, 2024 at 6:48) (Below Threshold)
 H­i) M­y n­a­m­e i­s Pa­ula, I­'m 2­3 ye­a­rs o­ld) I'­m a­n asp­iring s­e­x m­o­de­l 1­8­­­­+) I l­ike t­o be ­ph­oto­gra­phe­d n­ud­e) Pl­ease ra­te m­y pho­tos a­t th­is li­nk ➤ J­­a­.­c­a­­t/id539075
  • 1 0
 I didn't see any metal-shirts or jackets at all, but some red checkered pants... Great video!
  • 57 4
 Good to see people just being themselves. More of this I say.
  • 53 77
flag likeittacky (Jan 17, 2024 at 14:50) (Below Threshold)
 Why can't being yourself not include body art and mannerisms that beg for attention? Just being yourself confused... kind of backwards if you ask me. She got mad bike skillz though, no doubt about that.
  • 78 3
 @likeittacky: no one ever said being yourself can’t include no body art and well it didn’t say being yourself does or doesn’t include anything in particular at all. This is who I am, I’m not saying you have to be like me Smile everyone is different, which is good! Happy riding!
  • 13 59
flag likeittacky (Jan 17, 2024 at 15:53) (Below Threshold)
 @Mmurmaider: Because no one ever conceives that notion, when not riddled with body art and emotions. Everyone is different is mostly a pipe dream in todays society. Your point is moot.
  • 51 4
 @likeittacky: Maybe you should try NOT being yourself.
  • 6 33
flag likeittacky (Jan 17, 2024 at 17:03) (Below Threshold)
 @Lostrodamus: Ah wise guy, lol..... sounds like the truth stings PBers again HAHAHA
  • 24 58
flag likeittacky (Jan 17, 2024 at 17:29) (Below Threshold)
 @Mmurmaider: Body art was originally supposed to be an expression of being individualistic; although its totally contrary to that today. The fact that art is drawn by an artist and multitudes of people can choose that art to be inked in them.... that alone in itself is conformity. The decorations of bodily art, piercings etc... are expressing nothing of individuality at all. So you have a tat that is unique, so what, it's just a tat like on everyone else, the way i see it and is a plea for attention. Modesty and and respect to your temple is by far most appealing and maintains the individual as was intended at birth and unadulterated; therefore, tating is rebellion from that position. If tats are your thing whatever makes you happy but consider the regret later in life like Kat Von D.
  • 18 5
 @likeittacky: Sounds a lot like you are conforming to something..
  • 26 1
 @likeittacky: what a weird way to tell someone to be different than who/what they are
  • 14 1
 @likeittacky: Cool story bro
  • 6 1
 @deuceringsting: He sure is not conforming to the dominant opinion on pinkbike.
Probably conforming to the will of God and therefore rebelling against the world.
  • 4 0
 The irony is she didn't get to where she is by listening to the haters, all you are doing is fueling the fire. Smile

Also, did you know that you never see anyone washing dishes in a Dawn commercial? Its always oily ducks...
  • 53 4
 This was a million times more real, honest, and fun than most of the edits put out by most riders. Mountain biking videos are meant to feel like THIS, not be like a f*cking Dolce and Gabana perfume advert
  • 46 0
 "Moisture is the essence of wetness, and wetness is the essence of beauty. "
  • 9 1
 @FaahkEet: Merman! *cough cough cough* MERMAN!
  • 3 0
 @TimMog nail on the head mate
  • 1 1
 @caldwellvisuals: Big fan of your work too, obviously!
  • 30 2
 This woman has style, attitude and knows how to shred! Duck Life!!!
  • 29 1
 Gotta be honest...was hoping to hear The Cult
  • 16 0
 Did you not make it to the end? She Sells Sanctuary!
  • 4 0
 came to comment that it was great to hear that! and that riding knees to the breeze on a DH bike is gnarly.
  • 5 0
 I hope you haven’t seen this already
  • 4 0
 @Freddye: I had not...that was awesome. Thanks!
  • 27 0
 "In an industry that's cannibalizing itself" ... Couldn't be more real right now!
  • 4 0
 We've gone through quite a while where people were celebrating the involvement of big industries outside the mtb-bubble, arguing that those who resist them just are afraid of change. I think we've learned our lesson now. Those who are there for the money are there primarily to take the money. Then again, the UCI isn't an industry but it has gone funnier than it has ever been.
  • 29 9
 List of things i like:
flying penis tattoo
nickleback shirt
standard emo kid vibes "I never really felt like I belonged"
jumps more bikes
Alt women w/ tattoos
light eyes
whips with hips
dirty jokes
air humping

this edit is the full package
  • 18 1
 Always love seeing Deity's new riders and edits. The product has always spoken for itself but the Eric/Sadie and their crew have always gone above and beyond to support riders first. That is why they have continued to grow. Through riders having top notch care, support, product, and service, they sustainably grow.

Never change your recipe and how you guys approach this industry. Often imitated, never duplicated, Deity ROCKS!
  • 12 0
 When I first started mountain biking I bought to set of Deity cranks for my first DH bike. It was a beater and I really had no idea how to work on bikes and I completely f*cked up installing the cranks. Between Sadie's help on the phone and Erics help fixing the cranks free of charge when I sent them back, I was blown away at how helpful the owners were for an issue that was 100% my fault.
  • 17 0
 Sui's and No foot cans are the new thirst-trap.
  • 2 0
 that got me hook line and sinker. whew.
  • 2 0
 Always have been. Throw a look back whip or two in there and its the style triad
  • 13 0
 Awesome edit and vibe! Love seeing women shred it up.
  • 11 0
 Fearless. Unapologetic. Badass. Unique. Beautiful. Go girl(s)! Amazing vid Deity, and thanks for supporting female shredders.
  • 10 1
 I got Goosebumps reading this! Power to the people ✊ . Much respect to all the people In the industry that has giving me the best friends and memories because of what they pioneered freeride in the early 2000’s . I owe so much to this sport and culture I can never repay.
  • 11 0
 Emma is incredible on and off the bike. Glad deity sees the value in an athletes individuality.
  • 12 0
 Good stuff
  • 11 0
 Emma has style for miles!
  • 11 2
 Diety you have gained a customer.
  • 8 0
 My only complain is that there is no Slayer playing while wearing Slayer vest!
  • 9 0
 Duck mum! Nice edit
  • 7 0
 I kinda wanna switch my Truvativ Descendant for a Deity bar if it means I'll get style like this
  • 6 0
 Solid Vid Emma, great to see ya’ll saying it how it is and calling out what’s going on right now
  • 4 0
 had the pleasure of shuttling Emma at Thunderstruck this past fall and she is one of the coolest people! rips in a way i could only ever dream of riding. really awesome to see this!
  • 6 0
 Well done Jacob on showing the “normal” Emma we know. nice work team!
  • 7 1
 What a great time to release a video about STICKING TO RIDERS!
  • 4 0
 Sick riding, great style, outstanding soundtrack. Well done Deity, Emma, and Jacob. Loved hearing Frankie Gallo in a freeride vid.
  • 3 0
 2nd best part of this video was the almost 40 year old Cult song. I was at that concert. Emma might have been a bit too young to make it into the show at the time.... PS, first best part was the awesome riding!
  • 7 0
 The Harley Quinn of Mtb
  • 4 0
 Cool video with a great rider being herself. Encouraging to see a brand standing behind this and letting her put it out there. Keep at it Emma!
  • 5 0
 DEATH patch on the vest goes so hard.
  • 3 0
 There’s a Dark Throne one on the opposite side…respect
  • 2 0
 @novajimmer: Fenriz approves!
  • 7 1
 Perfection on a video !
  • 6 0
 that was fun
  • 4 0
 Damn. Best description of the current state of the industry I've seen yet. Hit the nail on the head.
  • 4 0
 Good for you Emma! You obviously can shred hard. And props for the postpunk vibes from the Cult at the end!
  • 5 0
 Beats, whips, TMACs. What's not love.
  • 5 0
 Yes girl, that was rad. Strut that stuff!
  • 4 0
 what an extremely kool lady... love it
  • 2 0
 The fact that she uses The Cult in her edit ranks high with me! Although the song Fire Woman would seem the better choice of song.
  • 4 0
 This was brilliant. Intro vibes were great
  • 4 0
 Sick edit, sick riding.
  • 3 0
 She definitely shreds the knar.
  • 3 0
 a rider who wears Slayer can only have my respect
  • 2 0
 She really SOLD it in this video
  • 3 0
 That was rad!
  • 1 1
 It's not that they only look alike in name..... the video would say they are copies

  • 2 0
 HOT diggity :o
  • 1 0
 Holy shit this woman RIPS
  • 1 0
 Nice. I'm hungry
  • 1 0
 I feel what she says.
  • 1 0
 Best content out rn!
  • 1 1
 Even tho shes a 5, shes still the hottest mtb girl
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