No bike component should dare promise to change everything – but SRAM Rival eTap AXS does, and delivers. Rival changes how you ride, connect, and think about your bike – on the saddle and off. This Shifts Everything wasn’t a tagline – it was a truth. Moving forward, what riders expect from a bicycle will never be the same.

I powered this bold claim, crafting copy that turned tech into transformation. Across print ads, pre-roll videos, and social posts, I zeroed in on the expanded gear range and long-life batteries – translating specs into rider wins: freedom to roam farther, power that lasts longer. 

The outcome: positioned Rival as the game-changing groupset it was engineered to be.