(UPDATED)
It started with two dads, a couple of bikes, and an ordinary day at the park. Franz Deadways, founder of Cebuano streetwear label DEADWAYS, and Junex Lim, longtime BMX rider and entrepreneur, were watching their kids ride when the thought came up: “Why hasn’t anyone in Cebu organized a BMX Day yet [for 2025]?”
So they did it themselves and drew a thousand spectators. With no big sponsors, the two self-funded what would become Cebu’s first full-blown celebration of the global BMX movement. BMX, short for Bicycle Motocross, is a sport where riders perform tricks or race on specially designed bikes. For the organizers’ first “Full Send BMX Day,” the term 'Full Send' refers to riders going all-in, holding nothing back.
Presented by DEADWAYS and Cartel Studio, the event was held on July 27, 2025, at Cebu Business Park from 11 a.m. to 5 p.m., where the open concrete space turned into a playground for some of the country’s top BMX talents. On the day itself, 21 BMX riders showed up from all over the country to throw down tricks, push each other’s limits, and ride as a community.
Junex and Franz didn’t have a blueprint for this. The goal wasn’t just to throw a one-off event but to create momentum and inspire long-term growth.
“One of the main reasons we brought in riders from Luzon and Mindanao was to motivate the local scene, to show what’s possible and push everyone to level up,” said Franz. “Most of the budget went into building proper ramps, the kind we don’t really have in Cebu yet but are common in bigger cities. We made sure they were solid and left them behind so local riders can keep using them even after the event.”
When it comes to creating spaces, DEADWAYS has long been a hub for alternative culture in Cebu, from riders and skaters to artists. “The BMX community has been supporting for my brand from the very beginning,” he said. “This was my way of giving back.”
With Junex providing the scene’s backbone and Franz creating the cultural space, “Full Send BMX Day” became a reminder that street culture in Cebu doesn’t need corporate validation to thrive. All it takes is people who actually care.
Riders and tricks
The day featured key challenges such as Best in Rail, Bunny Hop, and Best in Ledge. Spectators formed a tight circle around the riders, the kind you see in underground battles.
“The pros were once beginners,” said Franz, summing up the heart of the event. The event created space for riders of all skill levels to shine. In the Pro Category, Luzon’s Guetler Mariano took home the championship title, with Mindanao’s Jhemson Alonzo earning second place and Kent Cleo Garcia landing third.
The Beginner Category saw standout performances, especially from Asian Mariano, the event’s only female rider and Guetler’s sister, who claimed the top spot. Alend Rex Resurrection from Samar and Cebu’s Niño Rico Granada rounded out the podium. Alonzo also swept the special awards, snagging Best in Rail, Longest Gap, and Highest Bunny Hop, while Garcia was named Best in Ledge.
“We also opened the event to other extreme sports like skateboarding, scooters, and rollerblading, because at the end of the day, we all just need a place to ride,” shared Franz.
The sun was relentless, but that’s not what anyone remembered. They remembered the energy and the freedom that was truly theirs, without being called out by guards or authorities. They remembered that it wasn’t some company’s event. It was theirs, and that made all the difference.
(Cebu’s BMX scene has long been alive, with celebrations dating back to as early as 2014, built on the passion and persistence of riders who kept the community rolling through the years. The organizers noted that this year’s BMX Day wouldn’t have been possible without that same spirit of collaboration—both from the earlier groups who started it all and from today’s community that continues to push the scene forward.)