Ride, Race, Live

I was flipping through an old issue of Racer X Canada at my house and came across this Shift Ad so I started telling him a bit of the back story behind how it came to be and he thought it would be worth sharing, especially considering that this past weekend's arenacross race ties it all together. So, here's a look at a uniquely Canadian take on a popular advertising series.The ad, which appeared in the November 2006 edition of RXC came at a time when in the US, Shift was running a popular lifestyle based, “Ride, Race, Live” ad campaign that dug deeper than just the standard action shot in the new gear. I was on my way to Raymond, Alberta that year for the annual Western Amateur National at Temple Hill when RXC editor in chief, Jason T. Griffiths called me up and explained the idea he had for a Canadian take on the ad.

The ad as it appeared in the November 2006 edition of Racer X CanadaAt the time, Kyle Beaton was already a fan favorite and main hopeful to continue Dusty Klatt's Canadian run of Championships in the MX2 West class and he was Shift's main rider in Canada at the time. His little protege, Spencer Knowles was one of the top riders in the minicycle classes and the two worked closely, riding and traveling together with Beaton showing young Knowles the ropes of racing at the highest level. Jason thought that if could get a good shot of Beaton cheering on the Shift clad Knowles during the week's racing, with hopefully a Shift shirt or hat on that it would make a great ad.The words still ring true todayWell, the best part about the ad was that I ended up getting the exact shot that I hoped for and it wasn't even staged. While Knowles was out front in his 80cc 12-16 moto, Beaton was there on the side of the track, wearing his gear and cheering on his young pupil. I thought it really captured a genuine moment, two riders sharing the excitement that all their hard work had brought them to.

Kyle(l) and Spencer are now teammates on the Monster Energy Leading Edge Kawasaki team.The two have remained close ever since. When Beaton got the call up to the mighty Blackfoot Yamaha team, he recommended Spencer to take his place at Clearbrook Yamaha for his rookie year. After two trying season's with the Blackfoot team, Beaton recently made a switch to the Leading Edge Kawasaki team where little Spenny was already a member so for the first time they are teammates. Plus, Kyle now works at Spencer's dads sheet metal shop. And this past weekend, at the first round of the Nex-Trax Canadian Arenacross series, both riders found themselves on the podium as Beaton took the win with Knowles coming across in third. They might be in the same class now but you know that Beaton is still cheering on his young friend just like that summer day all those years ago....Kyle and Spencer both graced the podium this past weekend at Chilliwack.

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