DETROIT, MI - Among a series of new story-advertisements for its iPad, Apple is featuring Detroit community activist Jason Hall, who co-founded weekly bike rides that attract thousands of cyclists to the city.
With two videos and some background on Hall at apple.com/jason, the technology giant notes that Hall "rallies thousands of people to experience the rebirth of Detroit from the ground level.
"With his community spirit and his iPad, Hall turns a weekly event into a source of inspiration for his city."
The videos show footage of Eastern Market, a community garden, Brush Park, D:Hive, what appears to be a pier on the Detroit River and, of course, the Slow Roll ride.
“At the core about it it was about reconnecting," Hall says if Slow Roll in one video. "If one person showed up all week that was all we needed."
But, as Hall notes in the spot, the Slow Roll bike rides have grown substantially over the last three summers. In 2012, the rides would attract anywhere from 50 to a maximum of 300 or so riders. Last summer they were approaching 1,000 cyclists, and this year's rides have been pulling in up to 3,000 bike riders.
The bike rides begin at a local bar or restaurant in the city before snaking through different routes predetermined by the rides' organizers. The rides attract riders representing a wide variety of ages and backgrounds.
"Detroit is diversity at its best, and Slow Roll is that," Hall says in the Apple spot.
More info on Slow Roll is at www.slowroll.bike.
David Muller is the business reporter for MLive Media Group in Detroit. Email him at dmuller@mlive.com or follow him on Twitter