In the run-up to the formal launch of a new all-mountain/enduro helmet, Bell wanted to build a runway into the category well before the product was even announced. The reason was threefold--first, we wanted to embed ourselves in this quickly growing market segment and gather product insight to specifically serve this rider. Second, we wanted to establish credibility in the space to create an authentic storytelling hook. Third, all-mountain has an accessible, sharable energy to it--something that echos Bell's democratic spirit and appeals to our notion of growing the sports we both live for and live from. In that spirit, we commissioned a video to document our sponsorship of the Bell Super Enduro--a race on our local trails that was part of the Santa Cruz Mountain Bike Festival. The video begot new rider and event sponsorships and that begot the eventual unveiling of the helmet during the fall trade show season. The reception is astounding, and the Super is by far the most anticipated helmet from Bell in a decade.
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| Announced in the fall of 2012, the Bell Super has a direct connection to the Bell Super Enduro race both in name and product development--a number of Bell's sponsored-riders gave valuable product development input as the result of testing and training done in muddy conditions before the race. |
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| We created a suggested route map as a companion to the event so non-competitors could enjoy the trails without getting lost. The map can be downloaded here. |
