Something is brewing at YT... - Dirt

Mountain Biking Magazine



Something is brewing at YT…

Theories please

After the controversial but undeniably effective Jeffsy adverts, YT have fired up the PR machine for another campaign shrouded in mystery.

Launched just before the Xmas break, YT released four articles and videos highlighting ‘Young Talents’ from around the world on a website called Find Your Young Talent.  Featured is an Iron Man nun, a downhill skateboard champion, an MMA office worker and ‘The Dogfather’.

We’ll be honest, it’s pretty out there and seems totally unrelated from bikes but hey, at least it’s not just another of the wanky, artsy edit churned out by other brands for a launch.  We reckon it’s going to be one of two things:

The four Young Talents Pic: Screenshot 'Find Your Young Talent'

A new rider

In the Jeffsy campaign, it was very obvious that they were talking about a bike, here that connection is a lot less clear. The campaign focuses on individuals’ stories so will we end up seeing a new Young Talent revealed on the Mob to form a fifth and final story?

We know for a fact that YT were sniffing round a big (and we’re talking huge) rider earlier in the off-season but whether they pulled it off or not we don’t yet know. For a PR campaign this big you can’t help but feel it would have to be a really significant rider though, you wouldn’t waste all that marketing budget on a junior you’re hoping to bring up through the ranks.

Did Whiteley get his man?

Theories are flying round that YT are starting an enduro team too. Again, this is totally possible but if they’re going to pull it off they probably need…

A new bike

The strap line of the campaign is: “You are confined only by the bars you build yourself”. Could this be alluding to a new bike that allows you to ‘overcome your limits’. As much as we love YT’s bikes (and look no further than the 100 for proof) the Capra is definitely due for an update and is currently in danger of being out muscled by the Jeffsy 27.5. The YT Mob is also likely to be working on a 29er downhill bike, would they be brave enough to release a non-race-tested consumer version?

Also missing from the YT range is an e-bike. While YT may not seem like the most likely brand to produce one, the sales figures are undeniable and if any brand can make them cool, YT can. Plus half the people featured in the campaign are over 50…

Check out the website here and let us know your theories.


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