It has been a long time coming and we are excited to debut the latest DEITY pedal: the DEFTRAP! With a true concave profile that your feet sink into, our signature non-offset symmetrical design to offer more stability behind the spindle, 8 cr-mo pins and 2 nylon pins per side, and a massive functional footprint…the DEFTRAP is in a league of its own and dead set on becoming the best feeling nylon pedal on the market.
Riders are passionate about our pedals, so when we decided to dive into a new top tier nylon pedal model, we knew we had to exceed their expectations. Oftentimes nylon pedals are treated as an affordable afterthought by brands, but we wanted the DEFTRAP to leave an emotional response. By offering a “feel” that would rival the highest end pedals in the world and using the best nylon glass fiber materials available, the DEFTRAP is a cost effective pedal that could thrive performance-wise in a World Cup setting, but also be perfect for someone who simply commutes daily to work. It really is a special feeling pedal and anyone who loves the TMAC will understand what we mean.
“Not all nylon materials are created the same though. Did you know that in the pedal manufacturing game there are two qualities of nylon fiber used for pedals? One is widely used and is the standard in this industry due to its cost-effective price and ease of access. However, there is another nylon fiber material available that is substantially more expensive, harder to acquire, and is approximately 28% stronger against impacts and even stronger than that when faced with dramatic weather ranges. This material is used in high load industries and in equipment that experiences extreme forces, high heat ranges, and bitter cold temperatures. It is vastly superior and the clear winner for us during the development and production of the DEFTRAP Pedal.” Eric Davies (Owner / Designer)
“It was fun designing the DEFTRAP with the goal to pour everything into it and try to make something special. It looks simple, it appears minimalistic, it is definitely in the opposite direction of other nylon pedals on the market, but it feels insanely good underfoot. With a focus on feel, durability, and quality, we treated it like a $150 pedal so we could give riders something special. From the concave profile to our non-offset symmetrical stance and size, literally every person who has ridden on a pair has loved them and we cannot wait for the rest of the world to put their feet on a set!” Eric Davies (Owner / Designer)
To read more details on the new DEFTRAP Pedal and to order a pair...CLICK HERE!
We take your fashion seriously. The time has come for you to ditch your old wardrobe and slip into some premium DEITY apparel with the launch of our new 2020 Softgoods Collection! Featuring a comprehensive series of T-SHIRTS, snapback HATS, pullover and zip up HOODIES, JACKETS, and a tech series of JERSEYS! Variety is the name of the game, so if you are tired of the same old bike industry vibe...it is time to change that and represent your fav brand with pride! Enjoy a sampling of images of the line and snag some while they are available! Images by Ian Hylands
We know that talent has nothing to do with age… And now we also know that Hugo Robenek is up there with the steeziest! Hugo is a Czech rider who’s been supported by our distributor FDF Bike Shop/Kamil Tatarkovic for many years. He was able to get the last fews days in filming in Malaga before total confinement. The edit they came back with has served us well during this time already and also proves that the META TR SX and the ABSOLUT are the perfect combo! It’s no coincidence that they have the same colour-way and design features.
A few words from director Adam Kovar: “Bawavera tells a story about the quest for sunsets in the Mediterranean atmosphere of southern Spain. Hugo’s skills and old school vibe in this video blend perfectly with these abandoned haciendas.”
Directed by Adam Kovar Production - Divergent Films Additional camera - Honza Volf Colour - Marek Hrasko Sound - Frantisek Riha Edit - Adam Kovar Graphics - Svatopluk Rucka Cast - Hugo Robenek Photography - Lukas Neasi
COVID 19 is destroying communities and shutting down bicycle shops that should be classified as an essential business in every state!
One thing you can do right now to help your community, your business, and the industry is contact your state's governor and request that bike shops be classified as "essential services" and remain open in the event of a shelter-in-place order.
To simplify the process, we have documented steps you can take as a fellow passionate bike rider to keep your local shops alive:
CALL YOUR GOVERNOR- Make your voice heard! For those uncertain of what to say, we have included a script below!
"My name is [name] and I'm the [position] at [bike shop name] located in [city, state]. Please declare [state's] bike shops as essential businesses under a shelter-in-place order. For many essential workers, the bicycle serves as a primary mode of transportation, and in places where public transportation is no longer a safe option, the bicycle is increasingly being used as an alternative way to get around. The cities of Chicago, Philadelphia, San Francisco, and New York City have already taken this action.
Thanks for your consideration."
Find My Governor's Phone Number
Additional Talking Points and Tips
Click READ MORE for a full list of Governor's and their contact information in the USA!
We are proud to announce the evolution of the DEITY Grip line with the addition of two new models: the Supracush and the Lockjaw. Focused on becoming a comprehensive industry leading grip manufacturer, our expanded line of 4 grip models is indicative of the direction we have taken the brand since 2017… products built around Function, Strength and Attention to Detail. We are focused on trimming the fat and offering a product line that will go head to head with anything on the market and our series of grips are the next step of this evolution.
Boldly and intentionally we’ve deemed the Supracush “The most comfortable grip in the world.” Initially we wanted to develop a grip that would thrive under larger hands but in the process of testing and development we did not expect to produce a grip offering so much more. Our new TRC+ compound coupled with our deep dish diamond pattern created a feel and compression that transformed the Supracush from being a grip for larger hands to a grip that is extremely comfortable, highly technical, and became a favorite among people of all hand sizes and grip preferences. We quickly realized that we had created a unique feel that most riders had not experienced yet in a grip. With a 34mm diameter built around our deep dish diamond pattern but amplified 8 times larger than traditional designs, the goal was to have riders sink into the grips and leave with an experience that resonates while on the trail.
“We approached the Lockjaw and the Supracush with the same mentality we took with the Knuckleduster. Function first. If we are to take a beloved diamond pattern, how can we make it better? How can we then mix it with various concepts and create something with a feel unlike anything else? I really want us to be category leaders in what we design and manufacture and to do that, we need to be thoughtful of WHY we are developing components and WHO we are making them for. A beloved grip is an emotional connection for many people…at least it is for me. I want us to make those contact points matter.” Eric Davies (Owner / Designer)
Joining the Knuckleduster, Waypoint, and Supracush is the new Lockjaw. Building on familiar features of our Knuckleduster Grip we have harmoniously blended key elements into one feature packed grip offering. Our goal was to design a premiere technical feeling grip that could take the cushion of our deep dish diamond pattern and mold it seamlessly to our recessed half waffle for added control. The Lockjaw has a 32 mm outer diameter with our proven tapered inner sleeve and single lock ring system offering riders an extremely responsive feeling cockpit. With a focus on minimizing harsh transition zones that inevitably create hot spots and built around our new TRC+ compound, the Lockjaw has a soft, sticky durometer while maintaining the durability our customers have come to expect from DEITY.
Reminiscent of the impact our Knuckleduster Grips have had on riders, we know we have created something special with the Supracush and Lockjaw Grips and that is exactly our goal with anything we design. To us, contact points need to count and there needs to be purpose and functionality in a properly constructed grip. What seems like such a simple product is easily compromised when it becomes a branding exercise and a place to just showcase logos.
“We have been on such a journey since 2017. Our team has grown tremendously, so many people worldwide look to us as their component company of choice and we have never felt hungrier to make them proud. In times like these, it can be easy for a company to let off the gas and to become complacent, but we are doing just the opposite and these two grips are just the beginning of us polishing the brand and positioning it to grow to new heights. We have never been more excited about our future, we are proud of the reason why we do things, and we are more passionate than ever about our customers.” Sadie Davies (Co-Owner)
Looking to get your mitts on a pair of DEITY Grips? ORDER NOW!
The acclaimed line of DEITY grips are now 12 deep with the addition on GUM, PINK, YELLOW, MINT, and PURPLE in both the Knuckleduster and Waypoint! Dial in your bike with a touch of color or keep it stealthy as we now offer options for every taste worldwide! Available now!