Badlands stands as one of Europe’s most iconic ultra-distance gravel events: a 800 km journey across the wild terrains of southern Spain, where riders take on the desert, the mountains, and the Mediterranean heat.

In 2025, our team was on the ground for full race coverage, following the riders and delivering daily updates across the official Badlands social media channels. From sunrise departures to late-night checkpoints, we captured the raw beauty and intensity of one of gravel’s toughest races.

Velocio

Beyond the race course, we activated for Velocio, the official sponsor of Badlands . Across the pre-race expo, we transformed the booth into a space for athletes and guests alike. We hosting a social ride, serving specialty coffee, and crafting the now-signature Velocio affogatos that quickly became a crowd favorite.

The booth also featured an exclusive Badlands jersey, available only at the event, which riders could personalize with custom patches through on-site heat stamping

During the race itself, Velocio’s presence extended beyond the start line. We installed branded mirrors at key points along the route. Unexpected brand touchpoints that offered riders a moment of reflection, encouragement, and brand engagement deep in the race.

From the dust of the desert to the energy of the expo, our work brought together storytelling, activation, and community. Capturing the essence of Badlands and the riders who make it legendary.

During trail running’s biggest week in Chamonix, we curated and hosted the House of Brands: a single chalet turned creative hub where culture, performance, and community come together. Across five days, we designed a calm, media‑friendly space that brought brands, athletes, and storytellers under one roof for hands‑on product moments, interactive training sessions, and engaging storytelling.

The House was conceived as an all-in-one clubhouse: a place to discover what is new, meet the people behind it, and recharge between commitments, all while keeping media access simple and centralized.

WHAT WE BUILT

• A central base in Chamonix where Amazfit, Neversecond, Alba Optics, and TrainingPeaks could welcome media, creators, athletes, and community.

• A week‑long program balancing movement, recovery, conversation, and product touchpoints.

• A PR coordination desk ensuring media had the right information across all participating brands, with on‑site facilitation for interviews and product walk‑throughs.

HOW THE WEEK LOOKED

Monday

Industry BBQ : To kick things off in the right way we gathered faces and figures from across the trail and outdoor industry to host a dinner in unison and set the tone for the days ahead.

Tuesday

Amazfit Strength Session: A guided strength workout tailored to trail runners, preceded by a coffee meet‑up at the house.

Amazfit Shakeout Run: An easy community run with no other than Rod Farvard. Guests were able to loosen the legs and enjoy the valley before the upcoming race day.

Wednesday

TrainingPeaks Shakeout Run: Community miles with TrainingPeaks to keep athletes and media moving mid‑week.

An intimate chat with Katie Schide & Bill Armstrong: A close conversation in the outdoors of Chamonix with a legend of the sport. All about preparation, fueling, and the mindset that powers big days in the mountains.

Meet Amazfit athlete Rosa Lara Feliu: A chance for media and guests to hear directly from Rosa and connect around training and race goals.

Thursday

OCC Cheering Run: A lively group activation to support runners on course, giving guests a chance to see their heroes up close and of course to enjoy the atmosphere.

Friday

Amazfit Yoga & Recovery Session: A guided session focused on mobility, relaxation, and getting the body right for the weekend.

NOTABLE RESULTS:

Ruth Croft- UTMB champion | Powered by Amazfit & Neversecond
Rod Farvard- 9th UTMB | Powered by Amazfit & Neversecond
Rosa Lara- 6th OCC | Powered by Amazfit

Media & Athlete Access

Throughout the week, media and guests met the brands and their products up close inside the house. Brand athletes made themselves available for interviews, and we coordinated 1:1 briefings and product context to support coverage. The centralized setting allowed for efficient scheduling and deeper engagement across participating brands.

Hospitality

Coffee by Cafe de Fina and Molk kept the space energized from morning through late afternoon.

Concept, curation, and on‑site production by Athletic Affair.
In collaboration with Amazfit, Neversecond, Alba Optics, and TrainingPeaks.

At Athletic Affair we believe the most powerful brand stories are those that live beyond a campaign and create experiences that riders remember. Our recent collaboration with global cycling brand Gobik is a perfect example of that philosophy.

The Challenge

Summer 2025 arrived with another wave of extreme heat across Europe. Gobik was preparing to introduce its new Unity Advanced Cold 26 collection, designed to reframe winter riding as something to look forward to rather than avoid. Our challenge was not just to unveil the new collection but to connect the launch in a way that would resonate deeply with cyclists while staying true to the brand’s identity.

The Idea

Our answer was Cold in Summer: a concept that flipped expectations by celebrating winter in the middle of a heatwave. We chose one of cycling’s most iconic climbs, the Col du Tourmalet, as the stage to surprise thousands of riders with a refreshing, multisensory experience.

The Activation

At the summit we built a unique winter-inspired space with a portable igloo where riders could preview the new collection. Surrounding it, branded freezers created a striking atmosphere against the summer heat. Every rider reaching the top was rewarded with a custom-made ice cream, each flavor and color inspired by one of the jerseys of the new collection.

But the experience did not stop there. Along the climb itself, our team handed out thousands of ice creams to riders in motion, echoing the familiar gesture of soigneurs passing bottles to pros in races.

From Concept to Execution

We led the project from ideation and creative development, through production and logistics, to final execution on the mountain including content creation. Every element was carefully crafted to align with Gobik’s brand identity and campaign objectives, transforming a collection launch into a moment for cyclists by cyclists.

Last Sunday, August 17th, we held the first Gobik Grupeta Battle in Singapore , a cycling-related coffee party that brought together some of the city's most active groups. The cycling scene in Singapore continues to grow, and Gobik has the honor of outfitting more than ten local grupetas, true protagonists of this community, with Gobik Custom Works .

The proposal was simple: have riders compete in a knockout format, using the Training Peaks platform in an indoor cycling studio in the city, supported by Virtual Cycling Singapore . All around, a unique atmosphere was created with a coffee corner by La Marzocco x Allpress , local coffee roasters. DJs were provided, and delicious burritos from Guzmán y Gomez , who didn't hesitate to support us again at this event with their healthy Tex-Mex food.

Several surprises in the form of customized merchandising with the image of the Gobik Grupeta Battle provided rhythm and excitement for those who came to cheer on the different groups, as well as for the participants who gave their all.

The result exceeded all expectations. More than 80 people gathered to experience each heat intensely, vibrating to the rhythm of the battles and the music. A true celebration in which the Singapore cycling community became the true protagonist of the event.

The Gobik Grupeta Battle was much more than a competition: it was the perfect excuse to bring together the entire Singapore cycling community in one place, share their passion for the sport, and enjoy a unique morning, full of energy, coffee, and cycling.

Quantum Racing was the winner of this first edition, and we're already thinking about a second one with the new additions from the new groups we'll have in the city.

The biggest week in trail running is around the corner and we’re back in Chamonix from August 25–31 with the House of Brands.

What is the House of Brands?

Think of it as a clubhouse for trail culture: a single chalet where Amazfit, Neversecond, TrainingPeaks, and Alba Optics come together to launch ideas, share stories, and connect with the community.

In the House of Brands, you can:

• See what’s new

• Meet the people behind the products

• Catch athlete conversations

• Join sessions that keep you close to the action

Join the activities!

BOOK YOUR 1-ON-1

Want a focused look at Amazfit’s latest? Book a dedicated 1-on-1 to meet the team, see product up close, and discuss stories or future coverage.

Reserve your 1-on-1

ATHLETE INTERVIEWS

• Wednesday, Aug 27 — 12:00 · Rosa Lara
  Book your slot here.
  

OTHER BRANDS

Interested in Neversecond, TrainingPeaks, or Alba Optics?

Tell us what you need from interviews, briefings, or product context and we will be happy to make arrangements.

We did it again. After the success of The Gravel Times at The Traka — one of the most iconic gravel races in the world — we created The Trail Times, the first trail running edition of our newspaper format, once again for Neversecond.

As a brand activation, this edition was developed in collaboration with FreeTrail — thank you, Dylan and team, for the support. Distributed on-site during the Broken Arrow, TrailCon, and Western States (WSER) races, the paper blended athlete interviews, race-day tips, local recommendations, fun articles, and a few games to bring Neversecond closer to the trail running community

Walking through the event and seeing runners, fans, and media reading it reminded us why we do this. It’s more than a print piece — it’s a way to grow culture, build community, and position Neversecond at the heart of the scene.

Download The Trail Times

We’re already working on a third edition. Stay tuned.

An expo built for engagement

The journey started at the official expo in Oudenaarde, where every rider came to register and collect their bib. We led the design and execution of Gobik’s booth, creating a space that blended product presentation with brand personality. From showcasing their latest collection to crafting interactive touchpoints—including a custom Tour of Flanders quiz—every detail was designed to connect with the cycling community.

We added energy to the space with drinks, good conversation, and a nod to local tradition: Gobik-branded cowbells, handed out to visitors to help them cheer on both the amateur and professional riders. It was a smart blend of utility and culture, and they became one of the weekend’s most photographed giveaways.

Moments that make De Ronde

On race day, we brought the brand experience to the roadside—on the legendary Oude Kwaremont, no less. Gobik joined the thousands of fans along the route, and we were there to amplify that presence. From handing out more cowbells to fueling the atmosphere around the climb, we helped turn spectators into engaged brand advocates—adding another layer of energy to the race-day experience.

This was a collaborative activation where Gobik brought the passion and product, and we brought the creative direction, production, and on-ground execution to make it resonate. From concept to booth build to race-day activation—and supported by original content creation across the entire weekend—we made sure Gobik was not just seen, but remembered.

At the center of it all was The Gravel Times — a publication that became the physical and emotional anchor of Neversecond’s Traka presence. Around it, we crafted live experiences, curated physical spaces, and delivered VIP-level race access. Here's how we made it happen.

The Gravel Times

Concept, editorial, design, print, and distribution by Athletic Affair

At the heart of Neversecond’s presence during The Traka was The Gravel Times — a 32-page printed newspaper we conceptualized, designed, wrote, and produced from the ground up. More than a campaign asset, it was a physical expression of brand voice, humor, insight, and community connection.

We deliberately created The Gravel Times to break free from the typical time-boxed brand activations tied to race expos or start-line handouts. Instead, we gave people something tangible to engage with — any time, anywhere.

Distributed across Girona — in coffee shops, bike shops, restaurants, hotels, and at our pop-up and VIP vans — it quickly became the unofficial companion of Traka week. Whether you were grabbing your morning espresso or queuing for your race bib, you saw it. Everyone in town had a copy in their hands at some point.

Inside, we packed it with rich, readable content:
– Exclusive athlete interviews with Mattia de Marchi, Sofia Gomez-Villafane, and Matt Beers
– A brand message from Neversecond CEO Bill Armstrong
– Local insights, ride recommendations, food highlights, horoscopes, rumors, classifieds — and just enough chaos to feel human

The response was instant and organic. Riders shared it. Cafés ran out of copies. Locals asked for extras. It wasn’t just a promo piece — it became a conversation starter, a collectible, and a clear sign that Neversecond was doing something different.

For a brand entering the Iberian Peninsula with limited physical presence until now, The Gravel Times created wide, sustained visibility and gave Neversecond a voice people could see, hold, and actually want to read.

Athlete Talk at Casa Athletic

As part of our activation series for Neversecond at The Traka, we hosted a live athlete talk at Casa Athletic — an intimate, community-first venue in the heart of Girona. The event featured Neversecond athletes Mattia de Marchi and Matt Beers, and was open to the public via sign-up, creating a relaxed but structured environment for real conversation.

We took care of the full event production: coordinating athlete participation, managing comms and RSVPs, handling on-site flow, and serving branded refreshments to guests.

But the real value was in the conversation. The athletes shared detailed insights into their race preparation, fueling strategies, and in-race decision-making — giving attendees a rare inside look at how elite performers approach gravel racing from both a physical and nutritional standpoint.

From pre-race routines and hydration protocols to adapting fueling plans mid-race, the discussion was filled with practical takeaways. Attendees didn’t just listen — they learned.

VIP Race Experience

Concept and execution, including preparation of two fully branded custom vans.

We created a premium on-course experience for Neversecond by preparing and branding two custom vans that followed key moments of the 360 km and 200 km routes. Curated for media, influencers, and special guests, the experience offered front-row access to the race in a mobile, relaxed setting. From logistics and route timing to guest coordination, we managed every detail to ensure smooth execution and strong brand presence throughout the day.

The setup allowed guests to experience the race from decisive vantage points, while engaging directly with Neversecond’s fueling philosophy in real time. It offered a fresh, human-scale way to build brand credibility — without needing a logo on the start line.

A focused, high-impact format that delivered visibility, storytelling, and strong relational value.

Neversecond Pop-Up

Creative direction, spatial design, production, and point-of-sale setup.

Located next to the ever-popular La Comuna café, we built Neversecond’s first physical point of sale in the Iberian Peninsula. We led the creative direction and production of the space — making it not just functional but magnetic.

The pop-up became a daily meeting point during Traka week. Athletes launched their recon rides from here. Visitors dropped by for product education, tasting, and a sense of community. We integrated sampling with storytelling, and retail with real conversations.

The space remained open throughout the duration of The Traka and beyond, continuing to serve as a local hub for riders and brand fans alike.

Through thoughtful design, layered storytelling, and real-world engagement, we helped Neversecond stand out in Girona without ever needing to chase the spotlight. From The Gravel Times in everyone’s hands, to a buzzing pop-up, intimate athlete moments, and VIP race access — every activation worked together to build brand presence that felt lived, not staged. It wasn’t about being loud. It was about being everywhere that mattered.

The idea was simple — meet the fans where the emotion lives: on the side of the road. We were responsible for conceptualizing, designing, and executing a three-part activation series at Strade Bianche, Ronde van Vlaanderen, and Paris-Roubaix — three races that define the Spring calendar, and each with a character of its own.

From the white roads of Tuscany to the hallowed cobbles of Roubaix, here’s how we brought A Bordo Strada to life.

Strade Bianche – Le Tolfe

The campaign launched under the Tuscan sun, with the white dust of Strade Bianche setting the tone. We positioned ourselves at Le Tolfe, one of the most iconic gravel sectors of the race — a place where the effort is raw, and the visuals are pure cycling cinema.

We created a full fan engagement experience: custom-designed musettes packed with Wilier Triestina and Miche caps, cheering cards, and collectible items. Locals, tifosi, and curious travelers all stopped by our cheering point, sharing the emotions, stories, and a passion for cycling. The vibe was intentionally intimate — in step with the region, but with a clear brand presence that felt authentic and memorable.

Check out content on socials

Tour of Flanders – Oude Kwaremont

Next stop: Flanders. DeRonde. Possibly the most passionate cycling crowd on the planet.

This time, the activation moved north to Oude Kwaremont, the cobbled climb that defines the race’s closing narrative. We built a vibrant cheering zone where fans of the brand could gather, gear up, and go all-in on supporting the riders. Musettes were once again our anchor, filled with caps, handouts, and fan essentials that transformed casual spectators into brand advocates.

With thousands crowding the roadside, the energy was explosive — and so was the visibility. We didn’t just show up; we made Wilier and Miche part of the story.

Check out content on socials

Paris-Roubaix – Arenberg Forest

The final chapter of A Bordo Strada landed in the shadows of the Trouée d’Arenberg, the most feared and iconic sector of Paris-Roubaix — L’Enfer du Nord.

The forest is a place where time seems to stand still and chaos reigns. It was the perfect canvas to build our most atmospheric activation yet. We created a stripped-back, fan-first setup, putting musettes directly into the hands of those who waited hours for the peloton’s roar.

There was no need for overproduction. Just dust, cobbles, noise, and a sense of community — all tied together by the presence of Wilier and Miche, front and center, on the frontline of cycling’s most brutal test.

To mark Gobik’s first-ever entry into the Asian market, we conceptualized, curated, and brought to life a secret launch party in Manila — an immersive celebration of the brand’s new collection, High Key, and its Mediterranean spirit, now pulsing through the streets of Southeast Asia.

Held in a discreet venue in the heart of the city, the experience brought the High Key identity to life across every touchpoint. From custom beer bottles to specially designed tote bags and lighting that mirrored the campaign’s bold visual cues, every detail echoed the collection’s expressive energy. The walls were wrapped in Gobik newspapers — not just decoration, but a deliberate move to turn the entire space into a tactile, immersive editorial. The venue felt less like a pop-up and more like a physical manifestation of the campaign — raw, graphic, unapologetically vibrant.

Beyond design, we handled content production and brought the experience to life through imagery and storytelling tailored for the brand’s global platforms. We also curated the guest list, assembling a cross-section of the local cycling scene — from elite riders to underground crews, independent shop owners to culture shapers — and made sure the room reflected both performance and personality. F&B was designed to echo Gobik’s roots, with communal energy and Mediterranean touches.

This was more than a party — it was proof that a brand rooted in southern Spain could resonate halfway across the world. Because in new markets, success doesn’t start with transactions. It starts with creating a presence that feels authentic, relevant, and alive.

For the 2025 Barcelona Marathon, ON took center stage, not just on the racecourse but across the entire city. With a full-fledged activation strategy, we brought ON’s brand ethos to life through immersive experiences for runners, local communities, brand ambassadors, and key retail partners. From product trial opportunities to exclusive gatherings, we ensured ON left a lasting impact.

Expo at Fira Barcelona

For the official expo of the marathon, we managed the entire project from planning to execution, transforming the space into a hub where runners and enthusiasts could test the Cloudboom Strike LS—ON’s pinnacle race-day shoe.

Treadmills were provided by Life Fitness, ensuring an optimal testing experience. A point-of-sale, managed by i-Run, allowed runners to purchase race essentials seamlessly. Additionally, the expo featured a Soft Wins Zone, an artistic space with local Barcelona artist Justo, further immersing visitors in the ON experience. Café de Finca provided coffee and refreshments, adding a warm, welcoming touch to the space.

Soft Wins Hub @ Espacio 88

A brand activation designed for local running crews, loyal customers, ambassadors, retailers, and brand guests.

The event featured:

• Try-on sessions for the Cloudsurfer 2

• A breathing session focusing on performance techniques

• A tufting workshop, allowing the running crews and communities to create custom designs

• Community social run, giving participants a firsthand experience of the Cloudsurfer 2

• Coffee & snacks curated by Café de Finca, creating a community-driven experience

Shakeout Run

On the morning before race-day a community-driven run connecting local running groups, retailers, and ambassadors. The route from ON’s showroom to the expo allowed runners to claim their race bibs while engaging with the brand. Post-run refreshments created a welcoming environment for all participants.

Oniversity

A private internal event gathering retailers and senior ON staff from Switzerland and beyond. Spain’s top retailers were given exclusive product insights and a sneak peek into future releases, reinforcing ON’s commitment to its retail network.

Race Day

Cheering Point: Strategically positioned along the marathon route, our cheering zone amplified ON’s presence with a live DJ, energy-packed atmosphere, and refreshments for runners and their supporters.

Course Branding: We ensured ON had high-visibility branding throughout the racecourse, further solidifying its presence at one of Spain’s biggest running events.

Friends & Family Brunch: A post-race celebration at Gringa All Day, where guests unwound with delicious food & drinks, marking the perfect way to cap off an unforgettable weekend.

Content Creation & Spatial Design

Beyond event execution, we led all content creation throughout marathon week, capturing the brand’s essence across every activation. We also designed the event spaces and activities, ensuring every touchpoint reflected ON’s innovative and performance-driven DNA.

With a city-wide activation that touched every key audience—from first-time marathoners to seasoned elites—ON’s presence at the 2025 Barcelona Marathon was more than just branding; it was a fully immersive experience. A testament to the brand’s mission to revolutionize running culture, one step at a time.

Badlands 2024

Badlands is much more than just an ultra-cycling event; it’s a journey through the raw beauty of southern Spain. Each year, cyclists challenge themselves across extraordinary terrains, from the vast Gorafe Desert to the rugged landscape of Tabernas. For us at Athletic Affair, returning to Badlands is always special. The combination of stunning scenery, passionate people, and seamless organization makes it a standout event on our calendar.

This year, as in the past, we not only witnessed this epic adventure but also brought brands to life through creative activations, enhancing the riders' experience and engagement.

BUFF® Refresh Recovery: Cooling Down in Style

Knowing how hot southern Spain can get, we created a BUFF® refreshing moment after one of the pre-race warm-up rides. We prepared a cooling station featuring ice-cold buckets filled with custom Badlands bandanas. Riders could grab a chilled bandana to wear around their neck, providing instant relief and helping to lower their body temperature after the ride. It was a simple but effective touch that riders truly appreciated, adding an extra layer of comfort to their Badlands experience.

Velocio: Apparel That Goes the Extra Mile

As one of the official event partners, Velocio had a strong presence at Badlands. We set up a pop-up store where riders could purchase the limited-edition Badlands jersey, a memorable piece of gear to commemorate their journey. But the activation didn’t stop there—We also created the "Velocio Renewed" station, offering repairs for riders’ gear. With an iron and branded patches on hand, we helped participants fix up any worn-out or torn pieces, emphasizing Velocio's commitment to durability and sustainability in cycling apparel.

Once the race was underway, we collaborated with Velocio to produce daily recap videos, capturing the highlights & challenges. These videos became a crucial part of the race’s storytelling, helping to bring the Badlands journey to a global audience.

Check the daily recaps :)

Fulcrum: Capturing Badlands Through the Riders’ Eyes

At the event expo, Fulcrum’s stand offered riders a chance to take memorable photos, which they could take home as souvenirs. We also provided disposable cameras to Fulcrum ambassadors, encouraging them to document their journey through their own eyes.

Official Badlands Communications Team: In the Heart of the Action

In addition to working with our clients, we also proudly served as part of the official communications team for Badlands. Being on-site allowed us to capture real-time content, follow the riders' progress, and share the unfolding drama and excitement of the race as it happened. Working alongside people who share the same passion for their work as we do made this role especially rewarding.

From icy bandanas to sustainable repair stations and daily content creation, each activation added something unique to the Badlands experience. We’re already looking forward to next year, ready to bring even more ideas to life in the heart of this unforgettable event.

From idea to action, we worked with Buff hand in hand to organize a perfect day for the runners to test the new Speed Cap, with @nuriapicasoficial as special guest.

BUFF launched the new Speed Cap at Casa Athletic, uniting diverse running crews for a memorable day of community. We partnered closely with BUFF to organize an event that allowed everyone to try out the new cap while enjoying engaging different activities. The highlight of the day was the presence of special guest Nuria Picas, who delivered an inspiring speech and joined the runs, motivating all participants.

It was a fantastic opportunity to celebrate both the product and the vibrant running community!

For the launch of Fizik's Proxy, we were given a unique briefing that encouraged us to think outside the box. Embracing the energy of skateboarding culture, we set out to create a campaign that fused off-road cycling vibes with the fun, fresh, and youthful energy that the Italian brand envisioned. To achieve this, we brought in a photographer deeply rooted in the skateboarding scene—an approach that truly captured the authentic feel Fizik was after.

The result was everything we’d hoped for—authentic, impactful, and visually striking. We’re beyond proud of the final outcome, which not only met but exceeded expectations.

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Fulcrum introduced the new Sharq, a revolutionary high-speed wheel from the Italian brand, designed to elevate performance on all types of roads. Engineered through rigorous research and advanced technology, the Sharq delivers an unmatched ride experience on mixed terrain.

We managed the global PR launch and coordinated targeted seeding with some of the top cycling journalists worldwide, ensuring the right voices amplified this product’s debut.

It was truly rewarding to work with Fulcrum in launching such an exceptional product—one that’s already making waves in the cycling community.

For Gobik's latest collection, we aimed to create something that resonated beyond the cycling community. The Unity Cold25 Advanced Season launch was about more than just apparel—it was about crafting an experience that merged fashion with the thrill of cycling, and we knew we needed to capture the attention of a broader audience.

Our solution? A completely immersive AI-powered photobooth, staged as a "mystery box" in the heart of London’s Coal Drops Yard. Inspired by the city's love of exclusivity, the box invited curious passersby into a world of intrigue, using Shakespearean quotes to lure them in. Inside, visitors selected jerseys from Gobik’s new collection and took interactive photos, watching as AI transformed their streetwear into dynamic cycling action shots. This innovative way of showcasing the collection culminated with printed keepsakes, offering participants a tangible memory of their experience.

From concept to execution, this campaign wasn't just about showcasing apparel—it was about creating a personalized, shareable moment. The day-long queues proved that the fusion of technology, fashion, and sport sparked a connection between cyclists and the general public.

Our team designed every aspect of this unique consumer journey, from the photobooth’s sleek design to the seamless AI integration that brought the experience to life. With the goal of turning every participant into a brand ambassador, we transformed a simple launch into a cultural event.

Relive the Magic

Curious to see it in action? Watch the good vibes from the day unfold in our final video and experience how the Unity Cold25 Advanced Season took London by storm.

Special thanks to Juan Antonio Flecha and VIA Atelier for supporting the launch with a social ride full of good vibes! Cyclists also tested the photo booth, and the images talk for themselves. If you’re in London, don’t miss Gobik’s corner at VIA Atelier!

See you on the next :)

We have managed the PR launch of the new 3T Extrema, a bike that is extremely capable for adventure & extremely fast for racing.

Extrema is designed exactly as it sounds: for the toughest race courses and fast adventures. The bike has adventure and endurance cycling minded features for a more comfortable and capable ride without compromising speed and performance.

The Extrema aims to be a new point of reference in the market thanks to the ability to accept 700c/29” wheels with a WAM (Width-as-Measured) of 57 mm. That means that 29er tires in size 2.1-2.2” can fit, giving the Extrema the same grip as top of the line cross-country mountain bikes but with a much faster rider position.

The bikepacking abilities of the Extrema are boosted further with triple mounts on the fork legs for an anything cage. This feature allows for stable mounting of more gear on the front of the bike, thus extending the range of possible adventures and destinations.

Explore More

At Rouleur Live in London we did the PR management for the launch of the new RaceMax Boost Italia Integrale with a really good acceptance from the media.

3T has launched the Racemax Boost Italia Integrale, as the name says, each of the Racemax Italia frames is 100% made directly above the offices of the company headquarters in their in-house production facilities, right down to the carbon threads using Proprietary Filament winding + RTM technology. This allows 3T engineers to optimise and tune the ride characteristics of this latest lightweight electric bike.

It is a model for every need, the elegantly painted Racemax Boost Italia Ardesia and the Project X nude carbon versions are offered in four sizes from 51 to 58 and come with SRAM Rival XPLR and Red, respectively.

By producing the Racemax Boost Italia in Bergamo, not only is 3T able to produce an electric frame weighing in at 1000g, but is also able to optimise the frames with the same geometry and ride characteristics as the non-electric Racemax used by the professional riders of the Reverb and Velocio // Exploro teams.

The Racemax Boost Italia takes Made in Italy far beyond making a bike. It is the culmination of years of tradition and the latest engineering to provide an assisted ride experience. Light, natural, aero, and elegant.

Discover More Here

Our goal was not just to be visible during the race, but also to embrace Badlands and to start a warm-up before the race.  

We produced a podcast to run before the race with Velocio’s ambassadors who did the race in the past, to talk about their experience and share with the audience what Badlands means and what they were expecting for the 2023 edition. 

The podcast was mainly digital content but two of them were live, the first one with Ulrich in Girona and the second live in Granada in front of the riders. We didn’t want to miss the opportunity to mix the digital side of the podcast with the live side with a live audience and real-time feedback from them to create a unique experience and content. 

If you didn’t listened here is the page for the episodes:

Podcasts

Hello Granada!

This year, was a new chapter for Badlands, organizing some warm-up activities the days before the start of the race, having a physical corner for the brand we decided to expose some of Velocio’s collection, do our second chapter live for the podcast and show a unique present for all riders… a limited edition Badlands x Velocio’s jersey

But if we believe Badlands is a unique and different gravel race, we need to show it to the world, so from the start we were running another action with Velocio, a live journal of the race. 

Three chapters that we will produce following the race and we will always remember; chatting and sharing the moments with local people made the race even more special for us. We invite you to watch it properly and enjoy as we did. 

A business project that we move to a personal experience, sharing with the brand, with riders and organisers more than just a project, hope you like it as we did doing it for you. 

Live Journal

Badlands it was a pleasure, we will be back!

We have been working on a warm-up project for Badlands and today we are presenting you the Velocio x Badlands podcast series to learn from elite racers and know more about the wildest gravel race in Europe. 

We sit and talk with Olivia Dillon and Cynthia Frazier to talk about the race and their preparation. Last chapter so far was with Ulrich Bartholmoes on a beautiful sunset in Girona on a live one. 

We are excited about the project and the race, we have more on the agenda so please click the link, listen and subscribe to our last project.

Stay tuned, we have something planned during the race too ;)

See you in Badlands!

Velocio x Badlands project