I’ll be honest. I know nothing about what it is or feels like to stunt a sports bike. Although I’ve spent a lot of time on my Ducati Sport Classic 1000, I can barely keep the front wheel of my dirt bike up for more than a few seconds with intention. This brand was all about balls to the wall riding and serviced riders who care all about that. As usual the gear was the easy part. We knew the product assortment we needed to make and where we could take risks. Figuring out how to market to and blend a V-Twin consumer and a Sports bike consumer was an interesting and challenging endeavor. Then it dawned on me. Why don’t we just throw everyone in together?!. Why can’t we ‘Ride as One’? Thematically anchoring the brand with the ethos of inclusivity and recruitment
seemed appropriate and later necessary. I started thinking about night rides I had done throughout my life and the sequence in Tron: Legacy where Sam rides his (my) bike
through the city to evade the police. The mood and cadence in that moment is magnetic. We wanted to create a world where reality wasn’t quite what it seemed. After living and riding a lot in San Francisco in my earlier days, I knew it was the perfect place to shoot and product our short film. We shut down the tunnel, Stockton Street and the scenic road to Sutro Tower to pin throttles and weave our story. Rewind 8 years prior. I remember sitting on my bike pulled off the highway just over the bay bridge, amidst the dilapidated buildings and cement pads on Treasure Island. I remember saying to myself, ‘this would be a fucking rad place to make a movie’. There that night in 2018, we did exactly that.
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