We enlisted Mark Weir as the poster child for our completely redesigned 36® 160 mm fork lineup. The 2011 36 160 mm is super light-weight without sacrificing an ounce of technology or performance - making it the perfect choice of fork for those looking for the elusive do-everything solution.

We shot all day with Weir at two of our local riding spots. We didn't have an exact trail shot nailed, so we were on the quest for the perfect corner. Each location had its own vibe and Mark was adapting like a pro to both trail conditions. He was a little hesitant at first when asked to hit that mud puddle head on, but if you know Mark, it didn't take much coaxing. Not because he's afraid of getting dirty, but because we might've had to shoot more and he didn't want to compromise the task at hand. As you can see, it all worked out fine in the end.

Looking for Beams of Light

Copy for the ad was developed before doing the photo shoot, and we really wanted to play on "Whole New Light." It was like searching for a needle in a haystack, but Mother Nature must like us, because we couldn't have scripted a better lighting situation. Get your own digital version of the ad by downloading the PDF.

Download the PDF »