WEB & DIGITAL DESIGN
Back in early 2014 we made the announcement that a new motorcycle publication would be entering the marketplace. To me, it seemed that media in the industry was lacking. Not in quantity, but in depth—it lacked the authenticity, personality, substance, and grit that I saw emanating from boardsports with the kind of raw truth that is self-explanatory. The idea was to fill this void with something new. Something real. Something tangible. This unknown “something” needed to make an emotional connection and pull at the heartstrings to inspire and illuminate. We wanted to turn the spotlight away from race results and bike tests and cast its luminance upon the legends, icons, creators, and visionaries who feed our inspiration. A mission to tell the timeless stories that would ignite the minds of our readers. The goal was never to assemble a magazine, but rather to formulate an experience: the essence of pavement and dirt, air under your feet, dirty teeth and bloody elbows. To us, this special something had to be real. A tangible expression of the passion and pleasure that connects us.