Monday Break - Issue 132
Kickstart another new week with a fresh new round of stories, updates and more from the sports world and beyond. Let’s get into it!
On x Lamarca Well
Last week we were in Madrid, where we brought the On community together for a morning of movement and connection — celebrating the brand’s growing relationship with one of the city’s most respected speciality stores Lamarca Well.
After a welcome coffee and a short intro session on the shop’s philosophy and On’s approach to performance, guests could choose between a social run led by Pablo Pallero where they were given a chance to test the On Cloudsurfer 2 or a Tracy Anderson workout session with Cris Manso. The session wrapped with a brunch served by Roots by Lamarca, rounding off an energizing session shared with 40 invited guests from across the local running and wellness scene.
Cyclowax: Greg van Avermaet x Freddy Ovett
We partnered with Cyclowax to create a brand film that doesn't follow the usual script. In this special Cyclowax podcast episode, Greg Van Avermaet and Freddy Ovett sit down for a chat while a chain gets hot-waxed in the background — showing just how quick and easy the process really is.
From their experiences in gravel to why a clean, waxed chain can save up to 4–8 watts, this conversation is all about going faster, smarter.
The Cheeseist Sponsorships in Sports?
Cheese is having a moment in sports — and it’s not just in concession stands. From locker rooms to trophy presentations, dairy brands are finding increasingly bold ways to insert themselves into the culture of the game. It’s weird. It’s wonderful. And it’s working.
Dive into how cheese brands have been quietly (and not-so-quietly) melting their way into stadiums and locker rooms. From Velveeta co-signing NIL deals to Cheez-It Bowl activations, this isn’t just snackable content — it's a masterclass in brand alignment that doesn’t take itself too seriously.
Demi Vollering wins the 11th Edition of La Vuelta España Femenina
Demi Vollering closed out La Vuelta Femenina in commanding fashion, securing the overall title with a performance that balanced precision and dominance. Backed by a consistently strong SD Worx squad, Vollering once again proved why she’s one of the most complete riders in the peloton.
Apidura Appoints Athletic Affair as Global PR Agency
Girona, Spain—May 7, 2025— Apidura, the independent brand driving innovation in ultra-distance cycling and bikepacking gear, has appointed Athletic Affair as its global PR agency.