You’ve gotta appreciate the business sense that’s steering the ship over at Santa Cruz. They made a good call on moving to overseas manufacturing at just the right time. They have attracted, retained and marketed some of the best names in racing – and continue to do so. Oh, and their bikes are the shit.

In what appears to be a clear case of an outgoing PR effort , below is a vid that further solidifies Santa Cruz as one savvy marketing bastard of a company. Behold Engineering.com’s video channel The Product Design Show as it spotlights advancements in frame engineering technology. Discussing recent advancements in modern frame technology in no way requires an elaborate, Santa Cruz-polished definition of APP. Someone in-house at Santa Cruz either pitched this story to Engineering.com or totally controlled the message after Engineering.com approached them cold. Either way, a big win and a great piece of earned media.