On January 3rd, 2018, RIDE notified two of their Global AM riders that they were now Pro – via Instagram. This guerilla social media blast blew up the phones of Spencer Schubert and Derrek Lever with the surprise that they were now PRO FOR RIDE! 

After the initial response, the announcement began to flood the Instagram stories of not only RIDE, but of friends and industry professionals.

One of the coolest things about this campaign were the comments added on top of the blasts. As the news spread, many added their own personal touch to the epic announcement.