Brandon Semenuk, one of the most progressive and competitive riders in the world of freeride mountain biking, has come aboard the BONX team as a brand ambassador, bringing his innovative athletic and creative talents to complement BONX’s futuristic tech ethos.
Photo Credit: Toby Cowley
Semenuk is best known for his ever-increasing accomplishments on the contest circuit — he has won the Red Bull Joyride event five times, took the top spot in the formidable Red Bull Rampage twice, has three Freeride Mountain Bike World Tour championships under his helmet and is in no danger of slowing down — but his creative streak extends beyond the bike. Semenuk’s passion for creating top-tier media projects that bring fans along for the ride has met with incredible success.
“I’m so grateful to have this opportunity to work with BONX,” says Semenuk. “To be a part of an innovative outdoor tech brand is awesome. The BONX products will be a valuable asset for my endeavors in both mountain biking and rally. It’s also a great crew, and I’m excited to explore the possibilities with the product.”
BONX, the Japanese technology company founded by avid snowboarder and outdoorsman Takahiro Miyasaka, recently entered the U.S. and Canadian markets with new North American headquarters located in Seattle, Washington, and a satellite office in Vancouver, British Columbia — just a few hours from Semenuk’s hometown of Whistler. Their debut product, the BONX Grip, is a cutting-edge Bluetooth earpiece that enables cellular network-based group communication with up to 10 users anywhere in the world.
The applications for the BONX Grip are a natural fit for outdoor athletes, who, like Semenuk, often travel in packs to explore, ride and document their experiences on rugged landscapes across the globe. Semenuk’s YouTube series, “Life Behind Bars,” gives its more than 27,000 subscribers a window into the life of a traveling pro who pushes the limits with his friends everywhere he goes, and BONX’s dedication to creating a product that can revolutionize adventure sports makes Semenuk’s brand ambassadorship the perfect match.
“I am stoked to welcome Brandon to the team as our first global brand ambassador!” says BONX CEO Taka Miyasaka. “Since day one, we’ve been committed to creating a product that’s truly useful to outdoor athletes and enthusiasts. Brandon coming onboard is definitely a big validation of both our mission and our mindset. We can’t think of anybody better to help us innovate and drive the brand forward in the mountain biking and rally worlds than Brandon.”
Semenuk and BONX are on parallel paths to expanding the ways in which technology can enhance the outdoor experience for everyone from the casual enthusiast to the highest echelon of professional athletes. Semenuk’s recent foray into rally car racing defines that journey. “You’re able to accomplish way more, way quicker, because it’s such a new avenue,” he has said of the sport — the perfect metaphor for the BONX Grip and the future of group communication.