Canadian Cyclist


March 21/15 15:08 pm - Sombrio Launches Luxury of Dirt Contest

Posted by Editor on 03/21/15

Sombrio, a brand of Dorel Industries, is pleased to announce the launch of #LUXURYOFDIRT, a contest showcasing the brand's passion for life on two wheels. The brand, together with Sombrio sponsored riders, such as Darren "The Claw" Berrecloth, will share their #LUXURYOFDIRT stories (through a series of four webisodes) with mountain biking communities world-wide. Sombrio will ask its audience to engage by sharing their very own #LUXURYOFDIRT stories online with a chance to win great prizes.

According to Freeride athlete and Sombrio Cartel team member Darren Berrecloth, #LUXURYOFDIRT is all about "the smell of cedar and mud, creativity and imagination, grimy fingernails and calloused hands. It's about the challenge and the fear. It's about the freedom." As each webisode is released, fans and consumers will learn what #LUXURYOFDIRT means to other Sombrio Cartel athletes such as Jill Kintner, Bryn Atkinson and Katie Holden.

Sombrio, in partnership with Big Mountain Bike Adventures, will give away an exclusive 4-day mountain bike trip for 2 to explore the Sea-to-Sky Corridor and experience the best of Whistler, Squamish, Pemberton and Vancouver's world-famous North Shore as well as $1,000 in brand new 2015 Sombrio gear. The trip includes: 3 nights' accommodation, 4 days of privately guided riding, all meals and transportation along with a guest appearance from a Sombrio team rider.

Entering the contest is easy. Consumers are asked to visit, like Sombrio, and fill out the entry from sharing their #LUXURYOFDIRT with Sombrio. Once entered, fans will receive a promo code for 10% off their next order on

Fans will also have more chances to win on Instagram. Every Wednesday through April 22nd, Sombrio will be giving away "The Claw's" signature kit - the Disciple Jersey and Pinner Shorts. To enter the weekly giveaway, consumers can post a photo showing Sombrio their #LUXURYOFDIRT on Instagram and include the #LUXURYOFDIRT plus tag and follow @SombrioCartel. Then on April 29th, the winner of the Grand Prize trip will be selected.

"We are excited to launch this contest in partnership with our athletes," said Jaime Williams, Director of Marketing at Sombrio. "Each video showcases not only their specific mountain bike discipline, but also their individual #LUXURYOFDIRT stories."


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