The electric green is a cornerstone, symbolizing energy, progression, and the vibrant spirit of the mountain biking community. At the centre of the identity is the monogram – a mountain silhouetted framed by the rising sun. It symbolizes upward momentum, exploration, and a continuous drive for improvement. The symbol anchors a cohesive design system featuring sharp lines, technical elements, that mirrors the sport itself: rugged yet refined. Many elements were added along the way to cover all touchpoints in the brand activation. For example, the blue color and graphic track-pattern were introduced for the annual festival in Norway.
In 2024, Mountainbike United was acquired by H&I Adventures Ltd.