Eschewing traditional competition routes, BMX rider Nigel Sylvester has reached the top of his profession via his unique social media content. One of the best-known BMX riders in the world, the New York-native has amassed over 838,000 followers on his different social media accounts, entered the Forbes 30 Under 30 list and become the first BMX athlete to be featured on ESPN Body Issue.

It’s these credentials and individual attitude that make Sylvester the perfect talent for Fendi‘s F is For… initiative – a digital platform aimed at spotlighting young, creative talent and translating the Fendi DNA for a younger generation – and the latest face to front the project.

Travelling to the Italian luxury house’s Rome HQ, a new video released by Fendi sees Sylvester pulling off a series of tricks on the roof of Palazzo Dela Civiltà Italiana while wearing full Fendi FW19 looks. And take a closer look… yes, that’s a one-of-a-kind Fendi FF patterned bike. Gnarly.

“Freedom is riding my bicycle around the world. Using it as my playground, as a place where I can dream and express myself.”