How (Not) to Make Millions in the MTB Industry 36

Step 1 - Create a clothing brand.
Step 2 - Find attractive female that shreds.
Step 3 - Film video with questionable attire choice.
Step 4 - Profit.

Oddly enough, though, they don't even sell the shirt she's wearing. Weird.

Can't say we agree with the strategy.

Credit: MWM Associates
36 comments

View replies to: How (Not) to Make Millions in the MTB Industry

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timfonte
11 years ago
For a testosterone filled male dominated sport (DH), I'd say Motor boat on! Brrrrrbababa!
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Big Bird
11 years ago
That made me want to buy the bike more than their clothes. Ancillotti is sitting back and loving this. They get all of the exposure and none of the blame for being sexist. They make beautiful handmade bikes with a lot of common cense engineering behind them. I'm a fan.
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AnnKa.Raskin.Hutchison
11 years ago
What would be the male equivalent of this video? I SO want to see that! One hairy nut hanging out while riding? Yes please. Someone create that. haha
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neimbc
11 years ago
I'd hate to have those things up front weighing me down - poor boobs, I feel sorry for them. Decent rider, and in the right context, those boobs would work just fine.
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Relentless.Optimist
11 years ago
It seems to me to be an advert on how to get sore boobs. (I'm not an expert or anything.) If she was wasn't riding then it would be kinda gratuitous (a la Marzocchi catlogues, Monster Energy girls, UCI trophy presentations). In this case it's just dumb fun. Ladies - Strap Up and Stay comfy. Shame she doesn't get a credit - I'm sure there are companies who would consider her riding talents enough to be worthy of support.
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Yetifan
11 years ago
No more offensive than all the freeride bros strutting round with their tops off or the dirt coke hunk.

That girl can ride pretty good, nice bike, fun looking trails. Nothing any more revealing than you see on the regular high street. Seen girls in town with less on riding bikes.
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exlax
11 years ago
vital - if you really thought this video was offensive, you would not have posted it. In fact, you did post it and are enjoying the number of visits, but don't have to stones to admit that it's funny. Don't fart and point at the dog.
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Division26Clothing
11 years ago
It's doing exactly what they want it to do and that's expose their brand with minimum cash investment to the demo that will appreciate their angle. Funny thing is mysoginist posts are the most popular threads on most forums and brands like Unit and Fatal are dominated by half naked women on their tees. Sex sells even if your not buying, someone is. Just ask Skin industries how much they made in the last decade from silhouettes of naked big breasted women on their tees. I'm pretty sure this brand could care less if everyone in MTB agrees. By the way if you want MTB specific tees that are more about the roots and soul of our sport then please support a small brands like ours at http://www.division26clothing.com
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erik saunders
11 years ago
Straight jacked that post! That's how you do it son! I need to order some trucker hats with VP logos. I like the ones you did for Suntour. Email me. Seriously.
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Scrub
11 years ago
Are you sure this isn't a Bar Drag Bounty edit? Lol. btw, her handlbars do look upside down though.
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Yuroshek
11 years ago
Didnt even realize they were promoting a t-shirt company. I was just looking at the boobies.
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TrevorGay
11 years ago
It was much better when I watched it the 12th time without that music.......
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Mike_Whittaker
11 years ago
kinda silly,i like the bike and riding area.we all like boobies! there's other sites for that,hahaha
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CombatMutt
11 years ago
They make non-technical casual wear.........that's directly from the website. So they're the Affliction of the mountain bike world.
Great.......
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sideshow
11 years ago
Couple of things:
- I only made it to the :54 mark bc I was uninterested
- Nice choice with the bike frame
- She is actually shredding reasonably hard
- I am really annoyed at all of the sexual innuendo in this video and the fact that it is blatant; nothing clever here.
- Is this a serious promo vid?
- Smart move on not showing the girl's face, otherwise she would have one too many facebook friend requests from 13yo boys.
- I thought we were above gratuitous cleavage shots at this point? A clever peek, ok; helmet cam dead on, really?
- A real shame someone green-lit this video, "how not to do it" indeed.
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SpokeApparel
11 years ago
Quit hating Vital. This video rules so for a few reasons and you know it. There, you enticed a saucy comment. We all win.
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tabletop84
11 years ago
gotta say i like it more than notsosubtle marketing through 'unbiased' 'reviews'
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snoozzzer
11 years ago
So...another company is selling their wares with sex. Only this time, they're also showing mountain biking being cool, with busty women, and that we should mountain bike to get with said busty women.

How exactly is this a bad thing for a sport that's, quite frankly, underrepresented?
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scriz
11 years ago
Not sure what you mean by underrepresented, but this kind of message is definitely not going to attract more women to the sport.
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snoozzzer
11 years ago
Mountain biking as a whole isn't popular. It isn't covered regularly on ESPN, NBC, ABC, really any television network.

Marketing with sex is done and -does- work in every industry. Why are we bashing an ad campaign that shines a small spotlight on biking?
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