Perfection is all about control. To achieve it, you need to transcend the illusory and play mental premortems with every possible variable. And when it comes to tire production, it can only be achieved by controlling every step of the manufacturing process. So that's what we did. We made our own factory.
It’s a stunningly beautiful film that digs into the very core of riders and why they love this wild ride of a sport—and it does it by showing, not telling. Following its critically acclaimed premiere to packed crowds at Crankworx this August, MOTIVE is now available for purchase on iTunes.