Nigel Sylvester
GO RIDE. 30 Hours. 3 Cities.
Focus
GO Ride is an annual, multi-city BMX ride curated and hosted by Nigel Sylvester. In 2025, the ride traveled through New York, Miami, and Mexico City over a 30-hour journey, bringing riders together to celebrate community, street culture, and exploration. ICNCLST was tasked with translating Nigel’s vision into a multi-city experience that amplified the launch of his AJ1 Low, Better With Time, strengthened fan engagement, and elevated partner brands including Jordan Brand, Mercedes-Benz, Saratoga Water, and Specialized Bikes.
Expertise
ICNCLST led event production, city-specific activations, content creation, talent coordination, and fan engagement across all three cities—delivering a cohesive experience while highlighting the unique culture and streets of each location.
Interactive & Cultural Experiences
Riders and fans engaged through urban rides, pop-up product drops, and BMX showcases, while city-specific activations highlighted local creativity and street culture. In New York, participants navigated iconic streets and joined pop-ups for the AJ1 Low launch. Miami featured sunset rides and local artist collaborations, while Mexico City integrated murals, music, and city exploration. Across all cities, fans experienced exclusive merchandise, demo fleets, VIP experiences, and social-first content capture, including live streams and short-form videos that amplified the ride’s energy and reach.
Play
Cultural Impact
GO Ride 2025 celebrated BMX and street culture as a community-driven movement. Riders, fans, and local creatives connected across cities, generating over 1 billion impressions through social and traditional media. The activation fused art, sport, music, and fashion, making Nigel Sylvester’s AJ1 Low launch. From exclusive fan interactions to localized street moments, the ride solidified GO Ride’s reputation as a must-experience cultural event, while positioning partner brands at the intersection of performance, lifestyle, and creativity.
