SHOREDITCH GOES OFF AS MONSTER ENERGY HOSTS CASH-UP BMX: OVERGROUND LDN
- Aug 11
- 3 min read
Sometimes there’re events where you go knowing exactly what to expect and you’re right in your comfort zone. Then other days you’ll be asked to head down to London for Cash-Up BMX: OVERGROUND LDN event, and as a writer who predominantly spends time at live music events, you’ll have no clue what to expect but will leave hooked and wondering why on Earth you weren’t paying more attention to BMX events in the first place!
I wasn’t the only one going out of my comfort zone that day though. The event is open to anyone in the BMX community from young amateur riders to Monster Energy’s very own pro athletes and anyone in between, provided you sign your life away on a waiver first of course.
I made the trip from Manchester to London as it’s honestly impossible not to be intrigued by a BMX competition taking over Brick Lane, and transforming the busy East London courtyard into the riders’ very own playground. Everyone from the BMX community and beyond came to support, and even curious passersby found themselves stopping to watch. The poor coffee shop workers found their patio taken over by spectators but it didn’t feel like a disruption, the area simply found itself with a new purpose for the day. The sun was shining and I had an ice cold can of Monster in hand as I watched riders warm up and size up the four ramps ready to give it their all. I honestly couldn’t have thought of a better way to spend a sunny day.
The event was organised by Monster’s very own Dan Lacey and the setup was beautifully chaotic. Four ramps all specifically designed for the event, and all inspired by the very city it took place in. Riders would spend an hour on each ramp, taking turns to show off their best moves, push themselves to their limits, and have the best time doing it. The ramps included the Access Rail, The Marshall Sub, The Black Cab and finally the Rail Jam. The judges had cash in their hands ready to instantly hand it out to the riders who deserved it, rather than waiting until the end of the day.
Cash prizes were for so much more than just the best tricks though, it was also for those showing the most effort, those showing the community spirit that makes the BMX community so special, or even those just having the best time. It made every attempt meaningful. You didn’t have to be the biggest name or the most technical rider to win, and that ethos alone is what makes this event so special. It was a showcase of the greatest parts of this community.
Young riders were throwing themselves in with Monster (pun intended) names such as Joe Jarvis, Jordan Goodwin and Michael Dickson, and I genuinely believe this is something so unique to an event like this. As the athletes waited on the ramps between turns, they’d be sharing advice, cheering each other on, celebrating the successes or even just chatting away. No groups or cliques, just one community that genuinely wanted the best for their peers and fellow competitors. That alone is more impressive than even the wildest of stunts.
As an ‘outsider’ I can’t offer too much commentary on the specific tricks or technical side of the event other than “That looked sick!”, some shocked gasps and plenty of applause, but I believe not being able to take my eyes off those ramps, and watching people of all ages doing the exact same thing, speaks for itself. There’s a vast difference between someone who’s been casually riding at the local skatepark, and someone capable of launching themselves over a rail whilst spinning like a human beyblade and landing it flawlessly. At OVERGROUND LDN they were riding side by side as equals. It was clear that the culture and participation is just as important as the competitive element.
The ramps may have been purpose-built for this event, but paired with the atmosphere it felt like an authentic showcase of the street culture from which BMX emerged in the first place. It felt like it belonged on the streets of London. I left the event with a new level of appreciation for the sport and the people who chose to partake in the event. Just like the riders, I left my comfort zone for a day and it turned out to be the greatest decision. My first time spectating a BMX event was a huge success and I’m certain this won’t be my last BMX event!
As always, a huge shoutout to Monster Energy for having us down, and to Dan Lacey for putting the whole event on!
Article By Danni Baker
