People don't buy technology—they buy the experiences technology makes possible. The engineers behind many of the world's most elite MTB components, SRAM continues to trust 50,000feet with translating the technical precision of its products into the mud-splattered, heart-pounding glory of race day or the wild-blue freedom of the trail. Let's ride.
Downhill (DH) riders want rock-solid components created for durability—and that’s what SRAM’s X01 DH delivers. 50,000feet teamed up with SRAM to develop an integrated campaign introducing this tough, smart and impeccably designed product line. From product positioning to a cross-media design framework, it’s a campaign built for broad impact.
While the elite racing industry was still debating the merits of 2- vs. 3-ring drivetrains, SRAM made a bold leap that changed everything: the 1X single-ring drivetrain. Packed with unique, minute-shaving innovations, it demanded in-depth technology discussions—but without losing the excitement of race day. Through scriptwriting and motion design, 50,000feet helped SRAM bring the 1X story to life.
SRAM’s family of wheels features three heavyweights—ROAM, RISE and RAIL—each carefully balanced to maximize weight, inertia, engagement, stiffness and durability. This relentless pursuit of balance drives SRAM wheels. 50,000feet provided content, design and art direction for an ad campaign that takes the story of balance to riders.
SRAM’s XX1 drivetrain represented the ultimate in professional-level XC mountain biking performance: lightweight and fast yet durable enough for race day.
Much of the XX1 campaign was dedicated to unpacking the underlying 1X design philosophy. As such, our work included developing naming for core technologies—as well as broadcast, print and sales collateral.
In 1990, the original Grip Shift changed the sport of mountain biking, putting the component manufacturer that would become SRAM on the map. To promote the Grip Shift’s latest incarnation, we developed a launch campaign featuring Jaroslav Kulhavy—the first athlete to win the XC World Championship title using it.
Diving deeper into the technology story behind the new Grip Shift, the campaign’s sales collateral balanced race-day footage with detailed CAD renderings, helping illustrate the very real technical advantages the updated products delivers.