Our crew was on deck for a wild week in Wales as Red Bull Hardline kicked off! With Brendan Fairclough, Sam Blenkinsop, Alex Storr, Brook Macdonald, Thomas Genon, Thibault Laly, and Vaea Verbeeck getting airborne...our crew had a successful and safe week.  Now, all hands are on deck for a massive DEITY launch tomorrow and a weekend of World Cup racing to come!  Props to Cam Mackenzie for this retrospect gallery and for shooting our squad all week!

Congratulations to everyone who was able to get their hands on the latest DARK ROOM Exclusive drop, the all white edition of the acclaimed Lockjaw Grip!  The same grip Loic Bruni has ran during the first two rounds of the 2024 World Cup circuit...if you missed out on the latest release...stay tuned as we have a ton of DARK ROOM drops coming over the months ahead!

IMAGE COMPILATION BY CAM MACKENZIE

We have listened!  The long awaited arrival of the DEFTRAP in Cement Grey is here! Joining a roster of 11 colors, the Cement Grey colorway is the perfect touch for those who love a monochromatic touch and the classic flavor of DEITY! Snag a pair HERE...

We started DEITY in 2004 to give riders a home with a brand that actually understands them, sticks by them for the long haul, and can identify with them.  We are misfits in this industry and proud of it.  We march to our own beat, our compass is different than other people, and we have always known that some people will get it…and some people will not. 
 
From the minute we saw Emma Olofsson on a bike we knew that her DNA fits who we are… fearless to be herself, dedicated to do things her own way, and unapologetic in who she is. 
 
In an industry that is currently cannibalizing itself, has over-extended its capability, is owned by investors, and is now discounting every aspect of what made it once great… it is terrible to see that the riders, photographers, and filmers are the first on the chopping block.  Why? Investors and “companies” cannot see how critical these foundational pillars are to them and to the scene so when a penny must be saved…it comes at the cost of the people.  It is the riders who make these “companies” have an identity outside of a product. We say it time and time again, there is a difference between a “brand” and a “company” and you can see the results when the adversity hits.
 
In 2004 when we started DEITY… the riders, real brands, photographers, media, and filmers were the ones who dictated the direction of this scene.  Now, “companies” have been given too much power, too much control, and it has made riders, photographers, and filmers be at the mercy of a company’s decisions and ability to run their business properly.
 
We have not seen a time where so many riders have been dropped in December and January.  Literally having the carpet pulled out from under them.  Saying this is just “business” is a dry take on relationships and a disrespect to those who risk themselves daily to represent their sponsors, to the photogs and fimers who pack 60 pounds on their back to bring you the best visuals worldwide. What are these people supposed to do in January? Teamless, sponsorless, taking pay cuts, and left to wonder why they put themselves on the line for an industry that won’t protect them.
 
This project with Emma is a testament to the grit, artistry, skill, creativity, and passion these riders and creatives have.  As we look into the future…we are eager for a revolution.  A revolution where the riders, photographers, filmers, brands, and media take the power back.  When that day happens… the cream will rise to the top industry wide. When that day happens… this industry will once again be a SANCTUARY for riders.
 
Rider: Emma Olofsson
Filmed/Edited: Jacob Nilzen

The Pinkbike Racing team was a natural evolution of Ben Cathro's Privateer efforts, and it has managed to encapsulate so many of the good things about World Cup racing - the camaraderie, the dedication, the love for the sport and the willingness to push past comfort and safety in the hope of achieving a lifelong goal. Sometimes we forget that underneath the helmet is a human, with a full complement of emotions. Here Ben takes us through a season that has challenged him in every way possible, and he does so with incredible bravery and candor.

After her 4th place finish at World Champs, Aimi begins to question whether or not she belongs in World Cup racing. With only a few races left to impress factory teams, it is imperative she finish her final year in Juniors strong. Can she dig deep and find the intensity needed to finish off the year on top?