The Shadow Conspiracy

Who or what is The Shadow Conspiracy?

The Shadow Conspiracy (often shortened to Shadow or TSC) is one of the most influential and stylish rider-owned parts brands in BMX. It was founded in 2002 by Ron Bonner (who also founded UGP) in Florida and is the sister brand to Subrosa BMX.

What does the Shadow brand stand for?

Shadow represents a dark, mysterious aesthetic deeply rooted in street culture, but also drawing influence from horror films (especially Alfred Hitchcock) and music. The brand was a pioneer in its mission to "fuse aesthetics with function." Their ethos is "we either want you to love it or hate it – middle ground is boring and forgettable."

What is Shadow's legendary launch story?

The brand's launch in 2002 was one of the cleverest guerrilla marketing campaigns BMX has ever seen. Instead of a press release, founder Ron Bonner, inspired by Alfred Hitchcock, wanted to leave things secret and up to the imagination.

• "The Shadows Upon You": It all started at the "Roots" Jam in 2002. A stencil was spray- painted on a hitching post, saying "The Shadows Upon You." Nobody—not even the future team riders—knew what it meant.
• Secret Meetings: At that same jam, Ron Bonner called the first team riders into a "shady van" or a Winnebago to pitch them the idea.
• Props Ads: Mysterious commercials ran in subsequent issues of Props Video Magazine, showing people (like Ryan Sher) being kidnapped and thrown into trunks, all without showing any products or a brand name.
• Mystery Packages: Bonner mailed personally hand-sewn hand puppets in small boxes to about 40 influential people in the industry, completing the confusion and hype before the brand was officially revealed.

Who is the founder, Ron Bonner?

Ron Bonner is the mastermind behind The Shadow Conspiracy and Subrosa. He is an absolute legend in the BMX industry, renowned for his unique sense of aesthetics and marketing (as proven by the mysterious Shadow launch campaign). Before Shadow, he founded the cult apparel brand UGP (Underground Products). We at kunstform are fortunate to call Ron a friend. We have worked on several product collabs and events and he has visited us here at the shop in Stuttgart several times! Big shout outs to you Ronnie!

What is Shadow's most influential product?

While known for many parts, their most game-changing product was the Shadow "Interlock" Half-Link Chain. It was the first widely successful half-link chain that solved the problem of precise wheel adjustment for riders with short dropouts. It set a new standard for drivetrain strength and customization and became one of the most copied products in BMX.

What does Shadow primarily manufacture?

Shadow offers one of the most extensive product ranges in BMX, covering nearly every part for a Street or Park bike:

• Chains: (Notably the Interlock and Supreme chains)
• Hubs & Hubguards: (e.g., Symbol, Optimized Freecoaster)
• Tires, Rims, and Wheels (e.g., the strong "Truss" rim)
• Cranks, Pedals, Sprockets
• Seats, Stems, Grips, Headsets
• Pegs, Hardware, and a full line of Apparel.

What makes Shadow products special?

Shadow products are known for their extreme durability and thoughtful design. They were pioneers for products like the Interlock Halflink Chain (which changed the game for street riders) and the "Raptor" Freecoaster. They pay immense attention to detail, from function right down to the packaging.

Who are Shadow products suitable for?

Shadow products are ideal for BMX riders (primarily Street and Park) of all levels. They are a top choice for riders seeking extremely durable, innovative, and stylish components from a brand that is 100% rider-controlled and deeply invested in the BMX community.

Who rides for the Shadow Team?

The Shadow team is a "conspiracy" of some of the world's best and most creative riders. The team includes or has included top pros like Simone Barraco, Matt Ray, Jabe Jones, Mark Burnett, and many other influential street riders who help develop and test the products.