For mountain bikers an incline of 90 degrees is the ultimate challenge. To be logically consistent, specific mountain bike stands were mounted at a right angle on several storefronts and facades of office building in Swiss cities.

The effect was overwhelming. It generated a significant amount of positve feedback not only from customers, but also from different media, especially mountain bike fanatics, and a significant rise in sales figures of mountain bikes in Sportplausch Wider Stores.