SPECIALIZED | Mountain Bike Introduction

Mountain biking started as a fringe activity for potheads, dirtbags and free spirits who cobbled together old bicycles and pointed them down dirt trails. It wasn't exactly a sport. More like a rebellion on two wheels. Specialized saw something bigger. A new category of bicycle. A new kind of freedom. And an opportunity to take mountain biking from the backwoods to the mainstream. The launch of the Stumpjumper, Rockhopper and Hardrock introduced a new generation of riders to the joys of getting dirty. Our campaign brought a little of that original outlaw spirit along for the ride, with a healthy dose of irreverence, rock 'n' roll and attitude.