Brandon Semenuk / Simplicity from SRAM

by Robb Sutton

Brandon Semenuk is approaching G.O.A.T. status in my opinion. I don’t know if there is another rider that rides as smooth as he does and makes it look so effortless. His winning ride at Rampage was just proof of that. This latest video put out by SRAM is just insane.

There’s a special greatness in simplicity. And greatness is sometimes best measured in what you don’t see. When there’s something left for your imagination. When you can’t taste every ingredient. When you don’t see the hours of thought, and practice, and trial, and error. When you can do more, but less is more powerful. When you express yourself purely, simply. There’s greatness in simplicity, but it isn’t simple.

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