Ride Guides™ are a pair of socks designed to save motorcyclists’ feet. Instead of scolding riders or using shock tactics of the consequences, we created a tool to directly influence their behaviour and prevent injury.

Research had shown us that if boots come up high enough to cover the ankles, the risk of injury in an accident is greatly reduced, making footwear of a certain height far superior for protection. We turned this vital knowledge into a guide – a wearable measure that reminds riders to wear boots, by showing them exactly what they should be covering.

We designed a pair of motorcycle socks with this guide line sewn into them. The packaging educated riders to use the blue line as a guide to ensure their boots covered their ankles. Each pack put our message directly in the hands – or rather, on the feet – of riders, creating a tangible,

After designing and manufacturing the socks and the packaging that carried our message, we launched Ride Guides™ at the Australian MotoGP – one of the most iconic races on the MotoGP international circuit, with over 75,000 motorcycle riders and fans in attendance. Promo teams handed the packs directly to motorcyclists, who were more than happy to receive our important message in the form of free socks.

The product was also sent out as part of motorcycle starter kits to people getting their licence for the very first time. This would help ingrain safer habits from the very beginning.

Following this targeted launch, we partnered with major motorcycle retailers to stock Ride Guides™ in-store, where people could act on our message immediately and invest in boots. An additional 20,000 pairs of Ride Guides™ have been ordered.

Ten-thousand pairs of Ride Guides™ now prompt and protect motorcycle riders in Australia’s second-largest state. We hope to see a reduction in the number of hospitalisations for serious motorcycle foot injuries in the coming year.

The campaign has sparked conversations about the importance of full-body protection, including proper footwear, in the media and on social channels. Motorcycle groups and driving schools in other states have requested to stock them, and manufacturing has been increased to meet demand.

Every pair distributed helps riders find the safest boots they own, even if they can’t afford proper motorcycle boots. Ride Guides™ are an important ongoing reminder that walking away from an accident starts with your feet.