SRAM was founded in 1987 in Chicago. SRAM was known for its gear lever. They were developed in the late eighties for racing and triathlon bikes and gained mountain bikes in the early 1990s. From the mid-90s, the company began to expand its product range through its own projects and brand acquisitions. The first additional products were ESP rear derailleurs, which were first introduced in 1996. Conceptual design of the new X7 logo and advertising.