Supporting events is a great way to gain exposure and keep pushing the sports further. Activating on these events is the way to see conversion on your investment and build fans of the brand. I brought ENVE in to sponsor EWS rounds in Val di Fassa and Finale Liguria, Italy, while simultaneously inviting dealers from the Central European market to come ride with us and our enduro athletes before and after the events. Many of these dealers have become lifelong partners for the brand.