Pure Shimano Guts
Shimano is a giant Japanese mega-corporation that makes everything from fishing reels to cycling components and footwear. And they excel at all of it. The company is constantly pushing the technology of cycling forward. The only real problem is that Shimano is perceived as, well…a giant Japanese mega-corporation. So how do you make the brand seem cool in the eyes of the most hardcore mountain bike enthusiasts in the mountains of Colorado? Call your bike parts “pure guts,” push your creativity hard, and have a ton of fun.
Shimano Action Heroes
Shimano wanted to pay homage to the superstars of the sport of mountain biking who they sponsor, so turning them into action heroes with their own lifelike figures seemed only natural.
For the campaign, we elicited professional model builders to create ten one-of-a-kind figures each measuring ten inches tall. The quirky characteristics of each figure (like Chia Pet mutton chops) reflected the unique personalities and riding styles of the racers.
The models were then auctioned off with proceeds benefiting the International Mountain Biking Association and trail maintenance, and have since become collectors items on ebay.