"On a Mission".
With the campaign "On a Mission", BMW took the mountainbike scene by storm this summer, too. The makers of the BMW xDrive sent two consummate professionals – BMW athletes Martin Söderström (Sweden) and Hannah Barnes (Scotland) – on a special challenging mission in the mountains.
Martin first had to take on three challenges at three different bike parks. Hannah's mission took her over Alpine bike trails through three countries. The time available to both was just one weekend, so they would only be able to complete their missions if they went full out.
From 21 August it was the fans' turn. BMW challenged them to endure their own mission: one tour, 20 km, 1000 metres of altitude difference. Three weeks later, the winner was chosen – and got to join Martin and Hannah on a spectacular, breathtaking tour through the Alps. BMW and its new cooperation partner Specialized equipped all three with the new Specialized for BMW e-bikes, then they were sent off on a thrilling tour taking in Garmisch-Partenkirchen, Sölden and St. Moritz.