(Bloomington, Minn.) August 15, 2022—Since it was founded in 1982, Salsa Cycles has always done things a little bit differently. Over the years, the brand has been responsible for major industry innovations and game-changing bike designs. Through it all, the brand has been driven by a singular focus to make the best possible bikes and accessories for adventure. This summer, Salsa Cycles celebrates the joy of “Adventure by Bike” with an integrated campaign featuring a new film, website, and social media promotion.
“We firmly believe that adventure makes life better,” said Mike Riemer, Associate Marketing Manager at Salsa. “We’ve learned the life-changing power of new places, new people, extraordinary achievements, and unforgettable experiences. We want to bring this wonder to everybody, so we design our products with versatility and features for imaginative riders.”
As the rest of the bike industry scrambles to jump on the bikepacking and gravel racing bandwagons, Salsa can legitimately lay claim to being a forerunner in both categories. The Adventure by Bike campaign highlights Salsa’s history of innovation.
Salsa was an early adopter and proponent of bikepacking; minimalist bike camping with soft bags, rather than heavy racks and panniers. In 2009, Salsa introduced the Fargo, a drop-bar 29er mountain bike, built to ride the 3,000-mile, self-supported Tour Divide race as fast as possible. After early success with the Fargo, Salsa raised the stakes by making an even more competitive bike for that event: the carbon fiber Salsa Cutthroat. The bike has relatively few competitors to this day—of 67 drop bar bikes at the start of the Tour Divide this year, half of them were Salsa Cutthroats.
Inspired by the Fargo and the Cutthroat, many of Salsa’s bikes have a triple boss pattern on their rigid fork legs, which allows for mounting accessories to carry gear or extra water bottles. Salsa was one of the first brands to apply those bosses to its bikes—a trend many other brands have followed. Today Salsa continues to innovate with custom racks and bags to maximize the storage capability and versatility of its bikes.
Salsa also saw the endless possibilities offered by fat bikes, from riding snow-packed singletrack, to hauling huge amounts of gear. In 2013, the brand introduced the Beargrease, the world’s first production, full carbon fiber fat bike, and then the Bucksaw, the first full-suspension fat bike.
In the gravel category, Salsa introduced the Warbird in 2013, the world’s first purpose-built gravel race bike. To this day, the Warbird is one of the most popular frames in gravel racing with its combination of performance and value. Salsa was also one of the earliest sponsors of some of the biggest gravel events in the world and continues to support and help those races grow.
“At Salsa, our hope is to build a community in which everyone feels welcome to ride with us,” said Reimer.
Salsa’s “Adventure by Bike” campaign launches on August 15.
About Salsa Cycles
Salsa Cycles is the Adventure by Bike brand. Started in 1982 and based in Bloomington, Minnesota, our mission is to build the best possible bikes and accessories for adventure. Through products and stories focused on ingenuity, inspiration, and inclusivity, we seek to lead riders to new places, people, extraordinary achievements, and unforgettable experiences. Please contact us at info@salsacycles.com or visit us at SalsaCycles.com to learn more.
