This site promoted Shimano’s top of the line mountain biking drive train, shifting and braking component sets. The site strategy was based on achieving three objectives: One, create an engaging experience consistent with the customer's expectation of the product. Two, provide product imagery incorporating 3D-modeled components to show and allow the user to interact with the new shifting, braking and drive-train component line. And Three, provide product information on the development of XTR.

The site is structured with an engaging experience for a consumer who might not be familiar with the XTR line but also provides deeper information and interactivity for the enthusiast or professional racer. Because many new features were very technical and not easy to decipher, the use of an innovative user interface and modelled all components in 3D to point out new features by showing and telling at the same time. The site used scrubber bars so users could stop a 3D animation as well as play it back and forth at the user's pace, making it easier for them to understand the concepts. The end result is a fluid, empowering experience for cycling novices and enthusiasts alike.