10 May 2022

By: Sport Industry Group

Scottish professional mountain bike rider and YouTube star Danny MacAskill has launched his latest project with adidas Five Ten and Scottish sports content studio Cut Media entitled, #WheelieWithDanny.

Working in the partnership with adidas Five Ten, Danny MacAskill has seen the explosion in popularity in cycling and wanted to take the opportunity to make a film that would showcase a collective of incredible talent from around the world, old and new. With his social fans ready to engage, this was his first point of call. Through a series of social call outs, Danny asked his fans to #wheeliewithdanny and the response was impressive, with hundreds of entries. After long deliberation, Danny was set to choose several winners to be the stars of his latest film.

With the new breed of riders in the mix, Danny wanted to showcase the other end of the spectrum and knew he had to reach out to his personal childhood hero, Hans Rey. Hans is a former trials World Champion, Five Ten teammate and legend of the mountain bike industry came on board.

Danny looked to embrace all cycling disciplines. As such the video also features a cameo from social media sensation Viola Brand, famed for incredible performances as an artistic cyclist, performing mind melting routines on her fixed gear bike.

MacAskill said, “I have seen first-hand the popularity of bike riding explode over the last few years and it puts a smile on my face to see so many people loving getting outside on their bikes. Working with adidas Five Ten, we wanted to make a film that included as many types of riding as possible and let other riders become the star of the film.

“The wheelie was the best place to start, if you can ride a bike, you can have a good go at doing a wheelie and, from there, the opportunities are endless. We wanted to celebrate the wheelie, show how accessible riding bikes can be and put a smile on peoples’ faces. If someone picks up a bike and has a big grin trying to wheelie, then job done.”

Stu Thompson, Founder/CEO, Cut Media, added, “It’s been incredible to collaborate with Danny again. We’ve worked together a lot over the years and each time, we aim to push the boundaries and do something different. Bringing such a diverse range of talent together was super exciting, and amazing to see the variety of skills as everyone brought their own twist to the classic wheelie. We had such a good time making this – we hope it’s as much fun to watch!”

On the creative process, Luke Hontz, adidas Senior Product Marketing Manager Bike & Snow, said, We created the film to show the joy that two wheels can provide. Working with Danny has always been a pleasure and the video was a great opportunity to show how much fun can be had riding a bike, while also highlighting the wheelie movement.”

“adidas Five Ten has long been associated with the joy of bike riding. When Danny proposed creating 'Do A Wheelie' we knew it was a great fit with the brand. Mountain biking has long been popular and, following the pandemic, more people than ever, from so many different walks of life, are riding bikes. We felt that the time was right to focus on the wheelie. It is one of Danny’s signature moves and probably the most popular bike trick in the world.

“The first thing everyone says about the film is ‘it made me smile.’ There’s a universal joy that comes from riding a wheelie which shines through in the film. Danny’s light-hearted take on riding a wheelie really resonates with everyone who watches the film. His decision to showcase other riders, both super experienced and new talents, is something that we really support at Five Ten.”