Ride-Adjacent™ by HANDUP isn’t a startup. It’s a proven, profitable brand built in Bike—now expanding into Outdoor with something different.
We’ve grown organically for a decade by ignoring the rules, listening to our riders, and proving there’s more to a brand than logos and pricing. Now, we’re bringing that same energy to outdoor—filling a cultural and product GAP that legacy brands can’t reach.We make apparel that performs on trail and connects off it—built for mountain bikers, hikers, campers and shop crews who live outside the lines.
This isn’t a product drop.It’s a category shift.One made for shops like yours.One that fills the Gap others don’t even acknowledge.
THIS IS RIDE ADJACENT
Does your store look like this?
Outdoor retail is flooded with the same brands telling the same stories to the same people. Legacy lines are safe, polished, and increasingly disconnected from the next generation of buyers.
You feel it on the floor. You see it in your sales data.Something’s missing—and it’s not just a product. It’s a vibe. A culture. A reason to care.
Today’s outdoor customer doesn’t want to be told what “adventure” looks like. They want gear that fits their lifestyle, their humor, their tribe.
THIS IS THE "GAP"
It’s cultural, generational and merchandised into oblivion by brands who’ve stopped listening.
We’re Not an Outdoor Brand Chasing Bikes. We’re a Bike Brand Redefining Outdoor.
It’s something that’s never been done in reverse:A proven bike brand building a new lane into Outdoor—with the credibility, culture and community to back it up.
Ride-Adjacent™ is the category for everyone who lives between the lines.People who ride in the morning, hike in the afternoon, crash around a campfire that night—and do it all in the same gear.
Not hyper-technical. Not hyper-trendy.Just the right balance of movement, durability and personality—designed for how people actually live outside.
This is not a capsule. This is not a play for shelf space. This is a new category—born from a lifestyle we’ve lived for over a decade.
It’s Ride-Adjacent™. And it’s time outdoor retail made room for it.
We’re not guessing. HANDUP has spent the last 10 years growing from garage startup to multi-million dollar brand—without selling out, selling junk, or chasing trends.
We’ve done it by knowing our community better than anyone else—and designing gear they actually want to wear.
- Profitable and self-funded
- National warehouse + fulfillment infrastructure
- 750'000+ units sold to loyal, engaged customers
- 3'000+ DTC orders fulfilled monthly
- Trusted by the top bike retailers in the country
Now, we’re using that same playbook to build something outdoor retail has been missing.
DON'T BELIEVE US? JUST ASK A FEW FOLKS WE'VE WORKED WITH...
Ride-Adjacent™ isn’t a feel-good project. It’s a sales-forward line with the margins, velocity and values that make sense at retail.
- Healthy margins + strong turn
- Aggressive MAP enforcement—no race to the bottom
- Directed assortments designed for easy merchandising
- In-store storytelling support + sell-through materials
- Content built to connect with a younger outdoor customer
We’re not trying to compete with legacy brands.We’re giving you something they can’t: cultural heat and commercial sense.
We’re not opening this up to everyone...and that’s on purpose.
We’ve reviewed your shop, your region and your vibe. You’re one of a handful of retailers we’ve pre-selected to help launch Ride-Adjacent™ the right way.
You get a curated line plan tailored to your shop.
It’s built from real sales data—our best-selling, most proven product—designed to drive sell-through without the guesswork.
The buy-in is intentionally tight.
Just enough to tell a real brand story, without overcommitting or crowding your floor.
We support the launch with marketing, visuals, and storytelling.
This is plug-and-play brand heat, ready to connect with your customer base on Day One.
You move product. We build momentum.
Together, we’re creating something the outdoor industry hasn’t seen—and your shop is leading the charge.
THE ONLY QUESTION IS:
Will your shop be one of the first to jump in? We know we’re not for everyone—but if you see the same opportunity we do, let’s talk about what we can build together.
This is your invite. Let’s build something real.
Want early access to pricing, directed assortments, and the full lookbook? Book a quick Outdoor 360 or Grassroots Connect meeting and we’ll unlock it.