Case study
Norco’s brand campaign & product launch
After five years of racing, testing, and refining the Team DH on the World Cup circuit, Norco was ready to let everyone else have a go. We helped take the bike from race-pit project to full-scale launch.
The brief
Where:
British Columbia
What:
Website copy
Launch microsite copy
Product & dealer copy
Email launch campaign
Social media collateral
There’s a lot that goes into launching a new mountain bike, from geometry charts and suspension kinematics to component specs and engineering decisions that took years to make. Somewhere in the midst of all that is the answer to the only question a rider actually cares about: how’s this thing going to ride?
Working with the Norco team, I helped build the narrative around the Team DH and carry it through the entire launch. Five years of World Cup racing shaped the bike, which gave us a pretty good story to start with. From there, the work connected those pieces with the details that riders and dealers needed, like how the bike had evolved, why specific design decisions were made, and what it all meant when you took this bike down the trail.
The work continued beyond the drop date, with race team results, athlete stories, and behind-the-scenes development that gave us plenty of ways to show what the bike could do once it was out in the world.
Out of the google doc,
into the world
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This build pairs the aluminum front and carbon rear triangle with FOX 40 Performance Elite and Factory DHX2 suspension, SRAM GX DH drivetrain and Maven Base brakes. World Cup tested and built to go beyond the tape.
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Racing and freeride have shaped Norco since the beginning. So has the belief that world-class bikes should be developed with riders capable of pushing the limits of what’s
possible on them. Team DH is the latest chapter in that story, shaped by the athletes who raced it around the world, and the engineers and mechanics who refined it alongside them. -
If you want to push the limit, start at full speed.
Tested at the top, the Team DH is designed to hold its line with intent, stay steady at speed, and give you control when every millisecond matters.
200mm of travel in the front and rear takes on the rough stuff, while patented HPV6 suspension, progression adjustment, and tunable anti-squat gives you more control over how the bike responds when the pace picks up.
Five years of development went into the Team DH. The rest is up to you.
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Five years of racing on the toughest tracks, in every condition the sport can throw at a bike. World cup winners Greg Minnaar, Gracey Hemstreet, and Danny Hart all played a hands-on role in shaping Team DH, bringing decades of experience and constant feedback into its development.
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Tested at the top
A ride that’s race proven
Deliberate, down to every detail
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Five years of development, hundreds of test days, and four race iterations later, the result is a downhill bike built to give riders more control when every fraction of a second counts.
