Here’s a story that’ll make you rethink everything you know about the world of freeride mountain biking: Brage Vestavik, the Norwegian freeride legend, has just found a new home in Canada—and it’s not just any brand he’s joining. After parting ways with GT in a move that left fans scratching their heads (https://cyclingmagazine.ca/mtb/brage-vestavik-gives-perfect-eulogy-to-gt-era/), Vestavik has landed at Norco, a brand synonymous with the very roots of freeride culture. But here’s where it gets controversial: Is this partnership a game-changer for the sport, or just another chapter in the ever-evolving story of a rider pushing boundaries? Let’s dive in.
A Viking’s Homecoming to Freeride’s Birthplace
For Vestavik, signing with Norco feels like coming full circle. ‘Growing up, the North Shore and Canada’s mountain biking scene were my biggest inspirations,’ he shares. ‘To now be part of a brand that started right here, in the birthplace of freeride, feels surreal.’ Norco, with its iconic history and riders like Ryan Leech and Ben Boyko, has long been a symbol of freeride for Vestavik. ‘Those OG Norco stickers from magazines? They’re burned into my memory,’ he admits. This isn’t just a sponsorship—it’s a dream realized.
But here’s the part most people miss: Vestavik’s projects are massive, often taking months or even years to come to life. Norco’s willingness to support this long-term vision is what sets this partnership apart. ‘To have a brand trust my vision and move forward with me is special,’ Vestavik explains. ‘It’s not just about the riding; it’s about pushing the limits of what’s possible.’
With Norco’s headquarters in B.C., Vestavik is now closer than ever to the trails that inspired him. ‘Having the team around me, working with engineers to develop new bikes, and testing them right here in Canada—it’s the perfect setup,’ he says. But this isn’t just about personal growth; it’s about elevating freeride as a whole. ‘How far can we push this sport? That’s what excites me,’ he adds.
Norco’s Momentum: A Global Force in Freeride
Vestavik joins a star-studded roster at Norco, including homegrown talent like Gracey Hemstreet, who’s dominating elite women’s World Cup racing, and led by downhill legend Greg Minnaar. With Vestavik now testing their freeride bikes, Norco is doubling down on its commitment to innovation. From the Shore to the new Optic, their lineup is built to handle anything—but is it enough to keep up with Vestavik’s boundary-pushing style?
And this is where it gets thought-provoking: Norco Brand Director Elli Petersilie describes the partnership as ‘built on shared energy and real trust.’ But in an industry where sponsorships often feel transactional, can this kind of authenticity truly thrive? ‘When Brage and I met, it didn’t feel like a negotiation—it just felt right,’ Petersilie says. ‘Our values align, and that’s rare these days.’
The Freeride Visionary: Brage Vestavik’s Legacy
Vestavik’s journey from Mysen, Norway, to the global freeride stage is nothing short of inspiring. Known for his hard-hitting, heavy-metal style, he’s a rider who thrives on experimentation. ‘His creativity doesn’t accept the impossible,’ Norco notes. But as his dreams grow bigger and his projects more extreme, the question remains: Can he continue to redefine what’s possible on two wheels?
Final Thoughts: A New Era for Freeride?
Vestavik sums it up best: ‘It all goes back to biking and that feeling of being free. I’m fired up to see where we’ll take this.’ But here’s the real question for you: Is this partnership the future of freeride, or just another chapter in its evolution? Do you think brands like Norco can truly support riders’ long-term visions, or is the industry too focused on quick wins? Let’s hear your thoughts in the comments—this conversation is just getting started.
