Richie Schley, AMG and Rotwild – where partnership defines the deal.

Meeting up with the newest AMG brand ambassador Richie Schley.
  • Richie Schley, AMG and Rotwild – where partnership defines the deal.

  • The living legend.

    On a mild spring day, we're cruising along the windy roads that hug the beautiful Garda Lake, on our way to meet up with Richie Schley, the newest member of the AMG family. Being a founder of the Freeride movement, Richie is a living legend in the world of mountain biking.

    He once crossed the 5K Mount Kenya by bike, won the Canadian pro BMX championships, is a pro freeskier, launched a MTB app last year, and is present at every major MTB event around the world.

    Mercedes-AMG G 63: Fuel consumption combined: 13,8 l/100 km; CO₂-emission combined: 322 g/km. *

    Brand ambassador for AMG.

    His track record is beyond impressive – and yet Richie is one of the nicest people you could come across in professional sports. He has been active in his field for over two decades, and has remained humble and genuine all the way. All this makes him an ideal AMG brand ambassador: being iconic, dynamic, professional, and perpetually on the move, he seems like the human incarnation of an Mercedes-AMG G 63 – his favourite mode of transportation, when not on a Rotwild mountain bike.

    Sharing the experience.

    How did the iconic mountain biker come to work with AMG? This is where we connect the dots. This is the 9th year of his collaboration with Rotwild Bikes, and Richie shares his life of experience with Rotwild. He gives input on product design and engineering, sharing his profound knowledge and experience with the brand. Rotwild and AMG have had a strong connection for years, which in turn paved the way for the new relationship between AMG and Richie Schley.

    The mountains are his stage.

    We met up at Riva del Garda, a beautiful little town on Garda Lake in Northern Italy, famous for its outdoor sports culture. Richie is a regular and knows the region and its bike paths like the back of his hand.

    We followed him around, enjoying the Italian lifestyle and joining in his adventures. As the latest brand ambassador for AMG, Richie opted for his Mercedes-AMG G 63.

    The perfect fit.

    As a mountain biker, is it important for you to drive a sporty car like the Mercedes-AMG G 63? The Mercedes-AMG G 63 fits my lifestyle perfectly. It’s very sporty and can take me anywhere I need to go, be it in the mountains or desert. Just like my Rotwild E1 can take me wherever I’m going.

    Risks to take.

    You’re 44 years old, and as an adult rank as one of the pioneers of the mountain bike sport. Are there any differences between age groups? As an older rider, I definitely think more carefully about taking risks. I still enjoy all of the disciplines of mountain biking, but I now choose when I will take risks and if they are worth taking. When you’re younger, you haven’t yet had as many experiences to know what the consequence could be if you make a mistake or take a big risk. Being injured is not fun and being permanently injured is horrible.

    Luxury goods for life.

    What kind of luxury could you not live without? I love people, the outdoors, thrilling experiences and nice things. I couldn’t live without my toys: bikes, my Mercedes-AMG G 63, surfboards, skis, good food and good people around me.

    Defining partnerships.

    Your role as an AMG brand ambassador is still fresh; the partnership with Rotwild has existed for almost nine years. What do you think is important in such partnerships? I think identifying each others’ needs and trying your best to fulfil them is the most important thing in partnerships like these, as well as aligning each brand in a way that has harmony and a good story. Thank you, Richie! Text: Daniela Guday Photos: Lukasz Wolejko-Wolejszo

    Defining partnerships.

    Your role as an AMG brand ambassador is still fresh; the partnership with Rotwild has existed for almost nine years. What do you think is important in such partnerships? I think identifying each others’ needs and trying your best to fulfil them is the most important thing in partnerships like these, as well as aligning each brand in a way that has harmony and a good story. Thank you, Richie! Text: Daniela Guday Photos: Lukasz Wolejko-Wolejszo

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