|ESPN.com: FMX||[Print without images]|
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, Jeremy Stenberg and Carey Hart. With the help of social media creating exposure that Shift was coming into a town, all five stops of the tour were very popular. Tons of video and pictures came from each stop and it was full of good vibes and fun riding.
Over the past few years motocross fans and riders might have noticed a revamping of the Shift brand image, starting with the signing of Chad Reed. A new simplistic gear design mixed with original Shift artwork from the Emig days has them back on track, looking refreshed and ready to make their mark in 2013.
With guys like Josh Hill, Carey Hart, and few other riders finishing up their deals, the Shift team is looking better than ever and slated to make a bigger impact next year.
Shift marketing director Rob Salcedo took some time to talk about the motivation behind the Shift Ride On Tour, their team riders, some possible new additions and the future of the 2013 plans for Shift Racing.
ESPN.com: What was the Shift Ride On Tour all about?
The video was really, really popular, it was one of the highest viewed videos we've had as a brand. So we took note of that and we were planning some marketing initiatives for this year, brainstorming and took that idea of that fun vibe kind of trip we took in 2011 and decided to make it into a tour. We picked some spots out around the country, touched base with our sales crews around the country on where some of the good riding spots were in those regions and did a five-stop tour around the country based on that "Sandbox" video idea.
We rolled the Shift bus out, camped out and everyone came and rode, had a good time. We tied into every stop, except for Glamis, an autograph signing with the Shift riders that were at that stop of the tour. It was cool; we're already talking about what we're going to do next year.
Will it be back next year?
I saw that you had invited the local riding communities at every stop of the tour to come out and ride with the Shift team riders that were at those stops. How was the turnout with the local riding community?
So to bring these guys out to spots that for one, they normally wouldn't ride, and two, to have it be that fun kind of riding vibe, I think is what made it really popular too. We were in some locations where people couldn't believe that whoever it was, whether it was Jeff Emig or Josh Hansen, Carey Hart, that those guys were there at their local riding spot. So it was definitely good consumer feedback for sure.
|Shift Racing's team includes Supercross rider Chad Reed and other top FMX and MX athletes.|
You guys have built a pretty stellar team with MX, FMX guys and recently it looks like you added Jeremy Stenberg to the lineup officially.
I know Stenberg, Bilko can be characters. Were there any funny pranks or good stories?
It looks like you guys at Shift have breathed new life into the brand in regards to the gear's new look and creating a stellar team of riders?
I've been a part of the brand for many years now and it's been really exciting the last two years and looking forward to what 2013 will bring to the brand. I can say that I recently just saw the designs for the 2013 gear and if you like what we have out now, you'll love what we have coming down the pipe, it's right on track with what we've been doing. I look forward to getting that line launched in 2013.