Shimano
Shimano MTB Ambassador Management Program – Culinary & Mountain Biking Adventure
Italy
For this project, LOAM teamed up with Shimano and mountain biker Scotty Laughland to bring an authentic story that goes beyond just riding. Over a 10-day trip through Italy, Scotty explored some of the country’s best mountain biking trails while diving into local culture and food. From the rugged paths of La Thuile in the Alps to the coastal trails of Finale Ligure, Scotty shared his love for Italy’s scenery, flavours, and people.
What made this content special was Scotty’s genuine enthusiasm for the simple things: great food, a good cup of coffee, and of course, biking. As he connected with local guides and trail builders, he brought viewers along for a real, personal experience that felt more like a friend sharing his favorite things than a scripted brand message. By putting Scotty’s authentic story at the center, we helped Shimano create a piece that felt relatable and grounded, strengthening trust with its audience.
