Social media made the brand blow up a few years later, Lyons said, mostly due to one quiet, magical rider in Harlem named Darnell Myers, known as "rrdblocks" on Instagram. Myers was already riding an SE when Lyons saw him on Instagram in 2014 and the company sent him a "Santa Cruz Big Ripper" and started sponsoring him. The Instagram posts went up and Myers' 215,000-plus followers rode right to the bike shop looking for SE.