RIDE FORCE | IDENTITY IMAGES | APRIL 2021

Photography, Post-Production

Ride Force was created with a mission to inspire women of all shapes and sizes to push their limits on bikes while feeling confident in the way they look — because the last thing you should have to think about while you’re conquering a new trail is whether or not you feel good in your jersey.

Springtime in Fruita, Colorado provided a stunning backdrop for Ride Force’s launch campaign. None of the people you see here are professional athletes or models – these women are teachers, baristas, marketing professionals, moms, and more – all united by their shared passion for mountain bikes. Showcasing the every-day mountain biker is important to one of Ride Force’s core values: “If you can’t see it, you can’t be it.”

My goal with this production was to highlight not only Ride Force’s jerseys, but also the camaraderie, empowerment, fun, and friendship that women experience while they’re on a mountain bike – no matter who they are or what they look like.

“I hate the idea I need to be ‘cute.’ I want to look like a hardcore BMX downhiller, even though I’m pretty new to this and I got my first-ever full-suspension mountain bike just last fall. And I want people like me who maybe aren’t a size small or in peak physical condition to look at Ride Force and think, ‘I can wear that. I can ride that. I can do that.’”
- Ride Force Founder and CEO, Taylor-Ann Smith

Springtime in Fruita, Colorado provided a stunning backdrop for Ride Force’s launch campaign. This exciting new brand and its mission came to life in front of our eyes as women of all skill levels shared tips, progressed their skills, scraped up their knees, laughed, and made new friends – all in their new favorite jersey.

Learn more about Ride Force at www.ride-force.com!
Partners: The Mountain Hive, Sean O’Brien Productions.