Although SRAM had launched wireless electronic shifting several years prior, many mountain bikers remained skeptical of its robustness and reliability for “real mountain biking.” Transmission, with three new drivetrains, went after these concerns head-on by rethinking the interface between a bike and a drivetrain. My task was to clearly communicate what riders were looking for in these new drivetrains, and to deliver a website experience that immediately brought the rider benefits to life. Under the umbrella of Transmission, these new groupsets would “Deliver the Dream” for the most scrutinizing of mountain riders.

There was a ton of new tech, including a completely new installation process, to introduce to riders. Mountain bikers like things that work, ride after ride, and new things can be met with apprehension… The website was designed so that an engaging visual quickly communicated a key benefit, while the copy gave context, detail, and of course something on the rider’s terms. These user benefits, and associated copy, became key components across SRAM’s entire launch communication strategy, from PR to social media.