Kokanee Crankworx dropped their promo video this week.

The best mountain bike athletes in the world know that when gravity beckons, you simply say, yes mistress. I’m coming.

Untitled from Crankworx on Vimeo.

It’s funny, but when I wrote that copy, the voice in my head was a woman. Gravity. As played by Carla Bruni.

Still, voiceover by a guy who eats a handful of gravel with his breakfast Scotch works for me too. (I imagine he’d be more likely to say, “hey, rider, get your ass over here and pump”, than beckon with come-hither eyes, but nevertheless…)