Summary
I led the launch of the Ripmo AF, which became one of the most successful product introductions in Ibis history. My work helped the brand reach a younger audience, expand into a new price tier, and shift market perception of what a three thousand dollar bike could deliver.

Context
Before the launch, most Ibis customers were between 44 and 65, and we were not bringing in enough younger riders to replace them. If nothing changed, the brand was going to age out. My job was to reach younger riders, built credibility, and do so without alienating our core audience.

What I Did
I built the creative direction around the 90s skate and BMX videos I grew up watching. It gave the launch a raw, street aesthetic that no one else in the category was using at the time.

Go To Market Execution

• Wrote product pages, press releases, emails, and dealer collateral
• Built the email marketing strategy and led deployment
• Led social media strategy and content execution
• Created sales and promotional materials for dealers
• Managed media outreach, secured reviews, and handled embargo timing

Outcome:

• One of the best selling launches in Ibis history, creating a strong and sustainable revenue stream in a new price tier
• Significant demographic shift: the 34–45 and 24–35 brackets became the fastest growing segments, reversing a trend where most buyers were aging into the 44–65 range
• Ripmo AF won Pinkbike’s Value Bike of the Year and multiple other industry awards
• The AF platform expanded into additional models and became a major share of total annual revenue
• Competitors adjusted spec and pricing within the same season, signaling a clear shift in the category
• Launch video became the most watched in Ibis history and helped the featured rider land global sponsorship deals
• Jimbo Phillips collaboration tee became one of the top selling apparel items of the year
• The launch redefined how riders viewed Ibis and made the brand relevant to a younger, more price-conscious audience