BikeBiz Bicycle and cycling retail news
Scottish cycle clothing company Endura has become the official performance apparel sponsor for Danny MacAskill’s mountain biking projects. The Scottish street trials pro and YouTube sensation will be a Endura Brand Ambassador riding Endura MTB products, and he will be part of Endura’s testing pool, supplying invaluable product feedback.
Danny MacAskill became famous through his street trials video “Inspired Bicycles”, filmed by Dave Sowerby, receiving several hundred thousand views overnight on YouTube back in 2009 and becoming the first cycle video on the online channel to rack up over a million views. To date this video has been watched over 36 million times.
“The Ridge”, filmed on the Isle of Skye, has achieved over 34 million views on YouTube.
Endura’s director of product, Pamela Barclay, said: “There is a self-confidence in the combination of a rapidly growing Scottish brand linking with a Scottish living legend in the bike sector. We believe it is a powerful partnership for both sides but also great for Scotland and reinforces this wee country’s position as a hub of biking excellence.”
