A Bordo Strada: Wilier & Miche on the Frontlines of the Spring Classics
A journey through Europe’s most iconic races, turning fleeting fan moments into lasting brand connections.
The Spring Classics are more than just races — they’re cultural institutions. They’re about mud-stained jerseys, cobbled climbs, wild weather, and fans who turn rural roads into stadiums. For 2025, we took on the challenge of turning those fleeting roadside moments into lasting brand experiences for Wilier Triestina and Miche Components — and we did so under one campaign: A Bordo Strada.
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.
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.
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.