20 years is a mighty long time, long enough to build and empire. Long enough to fall and rise, long enough to reinvent yourself. We are celebrating one of cycling’s longest-running, most successful partnerships, the 20 years we have shared with Brandon Semenuk.
This 3-part series begins with Sharpening Your Knife, an intimate look at Brandon’s beginnings as a rider and his relentless pursuit of progress, in competition and beyond. From local jumps to the world stage, his rise was meteoric. At just 14, he was signed by Tyler Morland, a pivotal moment that set the wheels in motion for one of the most influential careers in mountain biking history.
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@SRAM Creativity is an essential piece to performance of any kind. Developed in the pressure-cooker of high-level competition, Brandon’s expressive approach to riding bled into his desire to create content that mirrored and highlighted what he was doing outside of the confines of a slopestyle course. Aligning himself with other like-minded people who were chasing their own veins of creativity helped grow and push each other’s limits, rising the tide of what was possible and developing their craft to new highs.
20 years is a long time. Long enough to build an empire. Long enough to fall and rise again. Long enough to reinvent yourself.
We’ve seen how the partnership between Brandon Semenuk and SRAM has grown into a powerful force, but in this final installment, we focus on the now and look ahead to what the future holds.
Innovation is essential in all sport, not just in the tools we use, but in the way we think, move, and evolve. Staying at the forefront takes more than talent; it takes a willingness to push past comfort, chase curiosity, and constantly reimagine what’s possible.
This chapter is about never letting up. About chasing the feeling that made it all exciting in the first place, and evolving fast enough to keep up with it.