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‘The 211 – a Maxxis film’ becomes overnight sensation

13 January 2017

The 211 – a Maxxis film, documenting the trials and tribulations of Maxxis-sponsored, Pure Bicycle Company Olympic BMX rider, Kyle Evans, has gained some serious traction since its debut on the Mpora and BMX Talk websites late last year.

With close to 100,000 views, the video details Kyle’s epic journey from motocross to the world of BMX and his unwavering competitive spirit that’s set to take him all the way to Tokyo in 2020.

The film was turning heads even before its official release, with extreme sport and lifestyle magazine Mpora, and sister publication BMX Talk, unveiling The 211, and an exclusive interview with Kyle, 48 hours before the video went live via Maxxis channels. Proving an overnight sensation, when posted to the Mpora Facebook page, the film generated an awesome organic reach of 235,111 and was viewed by just under 50,000 people. Setting a record for the largest reach of any previous Maxxis video, The 211 was also seen by an impressive 94,080 people across the Maxxis Facebook page and received 37,000 engagements (likes, comments and shares) and a similar number of views.

When combined with hits to the Pure Bicycle Company’s Facebook page, the film – produced by Stephen Brooks Films Ltd – is estimated to have been watched by over 100,000 people.

After official release, the film was also linked to by Ride.io – another leading magazine in the BMX scene. Commenting on the success of the film, Maxxis managing director, Derek McMartin said: “We’ve been overwhelmed with the response to the film. Kyle was fantastic to work with and his experience and general outlook is nothing short of inspiring. We’re proud to support and sponsor Kyle and the rest of the Pure Bicycle Company team. The film was shot beautifully and really captures the essence of what drives Kyle to be the champion he is today and will certainly be tomorrow. With raw talent and dedication to perfection and determination to always put in his best performance, alongside riding on Maxxis tyres, Kyle has everything he needs to make headlines in Tokyo.”

Kyle rides on Torch and DTH BMX tyres by Maxxis.  To find out more about Maxxis’ full range of cycle tyres available, or to purchase, head online to sales.maxxis.co.uk or visit your local dealer to discuss in-store. You can find your nearest stockist at www.maxxis.co.uk/stockists - To view The 211 – a Maxxis film, head on over to https://www.youtube.com/user/MaxxisUK

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