Designed to make a difference

When you think of Madeira, with its beautiful gardens, charming villages and local artisans, you might think of a holiday destination for people ‘of a certain age.’ Whilst this may be true, there’s also another side to Madeira, one for adventure- and thrill-seekers on two wheels.

The mountain bike scene in Madeira has grown exponentially over the past decade, thanks in large part to a group of local enthusiasts who have dedicated their time, effort and finances to building, not just trails, but trails of such high quality that riders and racers from all over the world flock to the island to ride them. Thus also building and sustaining an industry.

In this film project for SHIMANO ambassador Andrew Neethling, we joined John Fernandes, a local mountain bike guide, trail builder, and key figure in the mountain bike community on Madeira, in his endless pursuit of the perfect trail.

To launch their new freeride mountain bike, the POACHA, Ghost set out to create an experience that matched the bike’s bold character – authentic, capable, and built for big terrain. Instead of a typical bike park setting  they chose the dramatic slopes of Mount Etna, Europe’s most active volcano as the backdrop. The raw, volcanic landscape offered the perfect stage to showcase the POACHA’s freeride credentials in real-world, unpredictable conditions.

Ghost invited select international media including MBR, Enduro-MTB, VeloVert, and BiciLive.it for a two-day immersive press camp. They test-rode the POACHA FULL PARTY build down huge lava descents and flow trails alongside pro riders Tomáš Slavík and Korbinian Engstler. The result was an immersive event that felt more like a true adventure than a product pitch.

What They Said:

Claudio Riotti, mountainbike.bicilive.it: “The atmosphere felt like a real freeride trip…”

Mick Kirkman, MBR: “Sicily’s Mount Etna isn’t your typical bike launch venue, but it is a spectacular one.” “The lava fields, dusty trails and volcanic rock offered a truly unique terrain to put the bike through its paces.” “A once-in-a-lifetime experience.”

ASICS wanted an authentic, point-to-point trail running adventure that would highlight both the challenge and freedom of running in the mountains. With our deep knowledge of remote alpine terrain—thanks to our roots in H+I Adventures—we helped identify the perfect location: the Dolomites.

From there, we took care of the details, ensuring the production team could focus on capturing the story without logistical headaches. Our support included:

• Route Planning & Permits: Selecting trails that balanced technical challenge with visual impact, securing necessary permissions

• Travel & Transport: Coordinating flights, local transfers, and on-site logistics for a 12-person crew

• Accommodation & On-the-Ground Support: Organising stays in premium lodging, arranging lift passes, and ensuring smooth transitions between shoot locations

• Local Knowledge: Taking the team to lesser-known, breathtaking spots that elevated the creative vision beyond the usual tourist routes

Renowned adventure photographer Dan Milner has been a key Shimano ambassador, and we’ve had the privilege of collaborating with him on projects that blend storytelling with authenticity. From the rugged terrains of Bhutan and Patagonia to the Chamonix Valley, our partnership has delivered standout campaigns.

For Shimano’s “In Search of Golden”, Dan’s belief that adventure can be found close to home became the centrepiece of the story. Equipped with bikes, bivvy bags, and cameras, Dan and his team ventured into the mountains of Chamonix to capture the perfect sunrise. The result? A suite of high-quality images, video content, and a published feature showcasing Shimano’s connection to authentic, everyday adventures.

For more examples of how we create content through our ambassador management programs, head to our blog and explore the Ambassador Management posts.