Ethiopia Epic

GIRO SPORT DESIGN

Ethiopia's Simien Mountains

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Ethiopia Epic

GIRO SPORT DESIGN

Ethiopia's Simien Mountains

Giro went on an expedition-with pro riders Sarah Leishman and Kamil Tatarkovic-to find out whether the land famous for being the "cradle of mankind" could someday be a mountain bike paradise. We spent eight days circumnavigating the Simien mountains, traveling rugged footpaths created in the sixth century.

The Brief

An epic mountain bike expedition to provide the highest quality content for digital and print media around the launch of the Montero helmet.

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The solution

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A 10-day mountain bike expedition through Ethiopia’s Simien mountains with professional mountain bikers, videographers and an industry-leading photographer and journalist. Photography for the trip was used in internal Giro marketing online and in print; a video was produced to showcase the helmet and the trip online; multi-page articles appeared in print in 10 leading MTB magazines across Europe and the US; and shareable articles continue to appear online.

Coverage

Giro - The Ethiopia Epic (film)

Testimonials

“As a professional adventure photographer I look for two things to make my job easier - stunning, fresh locations and a story that will pay my mortgage. The Ethiopia Epic organised by Secret Compass had both by the bucket load.”

— Dan Milner, photographer