""My first time meeting with Norco, the conversation with Elli really felt like the right vibe - I told Mike straight away, this was it. I loved that Norco is family-owned. People have been with the brand for decades, and the love for mountain biking runs deep. Growing up, I was inspired most by seeing the North Shore and the mountain biking scene in Canada - it feels unreal signing with a brand that started here, in the birthplace of freeride.""
""Norco is built on foundational values. As a family-owned company, we're shaped by people and the energy we bring to every day on the trail. The way we show up, the way we build, the way we support and stay close to the places and communities that make this sport what it is," "All that matters. We're proud of where Norco comes from, and we're genuinely excited about what we get to build next as the sport keeps evolving. When Brage and I met for the first time, it didn't feel like a negotiation. It just felt right. The conversation was easy because our value""
Brage Vestavik has joined Norco Bicycles, ending public speculation about his 2026 sponsor. Vestavik is a leading figure in freeride mountain biking with a history of influential video projects. He teased the new sponsorship on Instagram, prompting incorrect forum guesses. Vestavik cited Norco's family ownership, long-tenured staff, and deep love for mountain biking as primary reasons for signing. Growing up inspired by the North Shore and Canadian mountain biking made signing with a Canadian-born freeride brand especially meaningful. Norco emphasized foundational, community-oriented values and expressed enthusiasm about collaborating with Vestavik to evolve the sport.
Read at BikeMag
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