Endura has drawn inspiration from the honey badger – the world’s most fearless animal – to encourage its riders to FEAR.LESS in daily life and while cycling on the trails.  

For Brits, work is one of the biggest culprits of evoking everyday fear. An Endura study found that 63% of UK office workers feel the ‘always on’ work culture is damaging to their mental health.  

To encourage workaholic Brits to tackle their most common fears and spend more time enjoying the best riding experiences the UK has to offer, the cycle brand is joining forces with honey badgers. It’s acquired the ‘help’ of Horace and Hilda to suggest fearless out-of-office email messages, a service that aims to fend off badgering bosses, colleagues, and clients.  

Endura launched the FEAR.LESS honey badger concept to celebrate its new range of helmets in the US. A hilarious ad featuring a woodland confrontation between the creature and a rider shows the rider eventually coming out on top, gaining a new sense of confidence from the quality of his Endura helmet and taming the honey badger in the process.  

With Endura’s support and advanced helmet protection, riders can overcome whatever the day’s ride throws at them, whether it’s challenging hill climbs, rugged terrain or even the odd honey badger!  

Honey badgers Horace and Hilda are available to support Brits with their out-of-office email responses. 

Head to the Endura website to find out how.