Flash finish

What happens when a flash mob surprises and celebrates everyday cyclists on a bike path? Our team at Outside popped up a Tour de France-style finish line, dubbed Flash Finish, and brought the cowbells to find out. All to get more people outside.

Time outside has become far too rare—and should be celebrated. People spend 7 hours per day glued to their screens. As for outdoors? Just 6 minutes per day. Big Tech rewards us with constant dopamine hits. Likes, hearts, smiley faces, and view counts keep us tied to our devices.

So, we stole Big Tech’s tactics of addiction— digital rewards and celebrations—to get people addicted to the outdoors instead. Bike for fun. Ride for daily fitness. Run for exercise. However you get outside, celebrate it.