Humid Creative Agency Builds Maxxis Booth Program for Sea Otter and Crankworx Tire Launch

Humid Creative Agency designed and built a booth for Maxxis at two mountain bike industry events this year: Sea Otter Classic and Crankworx. The booth work is part of the launch campaign for Maxxis's new mountain bike tire.

Sea Otter Classic, held annually in Monterey, California, draws thousands of cyclists, brands, and media across multiple riding disciplines. Crankworx, the traveling mountain bike festival series, brings a similar concentration of riders and industry attention to its stops. Both events function as launch platforms for tire, component, and apparel brands looking to put new products in front of a core cycling audience.

Maxxis picked both stops to introduce its new tire, tapping Humid Creative Agency to handle the physical brand presence at each. The agency's scope covered the design and build of the booth itself, the on-site structure meant to represent the tire launch at both events.

The announcement came via Humid's LinkedIn page on July 31, 2026. No additional campaign details, budget figures, or timeline for further activations were included in the post.

Humid Creative Agency is listed as the agency of record for this booth work. The Maxxis advertising campaign around the tire launch used Sea Otter and Crankworx as its initial event footprint, according to the post. The post did not indicate whether the Maxxis-Humid partnership extends beyond these two events or into additional deliverables.

Free Agency Media will update this post if further details on the campaign, agency scope, or Maxxis's broader advertising plans for the tire launch become available.