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Shift rides momentum into 2013

Marketing director discusses Shift's riders, Ride On Tour and more as brand builds momentum into 2013

Updated: November 29, 2012, 5:35 PM ET
By Doug Parsons

Everyday fans don't often get very close to top athletes, let alone take part in their sport, but the Shift Ride On Tour made this happen by bringing FMX riders together with fans in selected hometown riding spots.

Shift Racing created a five-stop tour based on the success of a 2011 video film trip to Glamis, Calif., called "The Sandbox." At each stop local Shift dealers were invited out along with the local riding community to ride with guys such as Jeff Emig, Josh Hill, ...

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