Avid has long been a leader in the braking industry. Riding on the tails of the X0 Trail, a lightweight and powerful story, Avid decided to expand on the success by offering into two additional brakes, the Elixir 9 and 7 Trail. These brakes, now part of a Trail offering, needed a powerful story in that emotionally resonated with the rider.

Every mountain biker, from casual to competitive, searches for the perfect trail and in essence is “Chasing Trail”. The trail is an elemental need. Without it, mountain biking doesn’t exist.

Avid Trail brakes free riders to think less about bike technology and more about the trail riding experience. The primary benefit of this lightweight, powerful, 4-piston brake isn’t that it helps you stop easier. It’s that it allows you to ride bigger trails. Longer trails. Steeper trails.

The Chasing Trail campaign speaks to consumers on their terms with stories ranging fromextreme endeavors to once-in-a-lifetime adventures by everyday riders. We connect Avid Trail brakes to the very idea of the trail riding experience through video, web and print executions.

We illustrate exactly how Avid Trail brakes make these experiences better, and rally people
to join the Chasing Trail movement. We illustrate exactly how Avid Trail brakes make these experiences better, and rally people to join the Chasing Trail movement.

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