January 09, 2018

New Branding and 2018 Bike Range



Following on from an anonymous series of films telling the stories of four incredible Young Talents – the 87-year-old IronNun, downhill skateboarder Ryan Farmer, Mixed Martial Arts fighter Polly Beauchamp and reformed mob enforcer, James Giuliani –  we revealed our role as teller of these empowering stories the weekend just gone. 

The four non-mountain-bike related talents were joined by YT riders Aaron Gwin, Andreu Lacondeguy and Vali Höll on the www.findyouryoungtalent.com microsite.

The empowering campaign has served as a prelude to the unveiling of our new logo, strapline and the release of a YT documentary – chronicling the full history of our company, from 2008 to the now. Just about when we are heading towards our 10-year anniversary. Yihaaa!



Brand Relaunch

Our new YT logo, ‘Live Uncaged’ strapline and documentary are unveiled today on our website and the campaign microsite www.findyouryoungtalent.com. The evolved branding and strapline unite the old and the new, YT’s youthful energy, badass confidence, and agelessness to reflect the true core of our brand.

What Is Young Talent? Young Talent is what we stand for. It’s inside us all. It’s up to each of us to find our young and undiscovered talent, to overcome conventions and pursue our dreams. This is exactly what our CEO Markus Flossmann did, when he founded YT 10 years ago. We have stayed true to that founding ideal and have always done things our own way. From selling direct and ditching the middle man to redefining the sport itself with bikes like the CAPRA, smashing the trail bike scene with our rule-breaking JEFFSY and writing history with Aaron Gwin dominating the World Cup on the TUES.

 “Over the last decade I’ve realized that Young Talent has nothing to do with age,” explains Markus.


„It's never too late to explore, your young talent. It’s never too late to try something new and find your passion.“



It’s this way of life that utterly defines us and our bikes. YT is about riding. It’s about refusing to be caged. It’s about finding your passion. It’s about building the perfect tool for every kind of rider, in order to allow them unleash their own potential – bikes that let everyone do whatever they want.

“And today, years later, we’re still exploring our young talents, overcoming age and conventions. All so you can uncage yours too.” You are confined only by the bars you build yourself.


YT - Live Uncaged.