Sadly, the in-shop tavern failed to make the cut but don't let that stop you watching the video, it's mouth-watering.
The promo was shot by photographer Ian Hylands, and - amazingly - it's only his third ever video short. Hylands was formerly Pinkbike.com's photographer. He is now working for Niner full-time as the Colorado company's first photographer and videographer. His inspirational photos were part of the not-so-secret-sauce at the mountain bike website, and for a rapidly expanding bike company like Niner having an in-house imagery expert will be a massive boon.
Sam Salman and Jon Angermeier, staffers from The Hub in Pisgah, are the riders in the video. They are shown riding the new Niner Jet 9.
(Nine Jet 9's were recently donated to IMBA for auctioning on The Pros Closet, with all proceeds going to the mountain bike trails advocacy organisation).
Niner marketing manager Carla Hukee said:
"Ian has had images in every major US mountain bike publication and his pictures live on the computer monitors of cyclists around the world. [The appointment] signals a new capacity for great content from Niner Bikes."
The 29er-only company was one of the exhibitors at last week's PressCamp in Deer Valley, Utah. Hylands was on hand to photograph some of the editors riding Niner bikes. He was also hands-on in another way, too: he could be found sticking labels on Niner whiskey bottles, promo gifts to give out to PressCamp journos.
HYLANDS' NINER SHOTS:
PRESS CAMP PIX (VeloNews' Logan VonBokel; base, Wil Barrett from Australia's Enduro Mag):