Paris - Roubaix for the books
Franzi Koch’s standout ride at Paris-Roubaix may have surprised many, but the signs had been there all along. Beyond the result, it’s a story of progression, opportunity and timing—where talent meets the right moment on one of cycling’s most demanding stages. A reminder that in modern racing, breakthroughs are often less sudden than they seem.
Wout Van Aert finally wins Paris–Roubaix after years of chasing it
Wout van Aert claimed a long-awaited victory at Paris-Roubaix, delivering a masterclass on the cobbles after years of near-misses. In a race defined by chaos, power and precision, the Belgian finally turned consistency into triumph—cementing his place among the greats of the classics and closing a chapter that always felt one win away.
The Price of Winning
Behind every victory lies a reality that rarely makes the headlines. This piece explores the physical and mental toll that high-performance sport demands—where pushing limits comes at a price that extends far beyond race day. In a culture built around results, it’s a reminder that winning is never as simple as it looks.
New Balance Paris Marathon Weekend
New Balance continues to invest in community-driven experiences with a new space in Paris dedicated to running culture. Blending retail, community and activation, the concept reflects a broader shift toward physical spaces that go beyond product—creating hubs where brand, sport and local culture come together.
Are brands slipping back into old stereotypes?
Despite years of progress around inclusivity, body type diversity in advertising is reportedly declining. As brands chase aspiration and status, the industry may be reverting to more traditional—and narrower—representations of beauty and success. A shift that raises questions about how authenticity and relevance are being balanced in today’s marketing landscape.
Mathieu van der Poel: THIS IS HOME | SHIMANO
This Is Home offers a rare look behind the results, stepping into the roots and mindset of Mathieu van der Poel. Beyond the victories—from cyclocross dominance to Monument wins—the film explores the environment, family and instincts that shape one of cycling’s most explosive riders. A reminder that at the highest level, performance is built long before race day.
On | Shape of Dreams, starring Zendaya.
On teams up with Zendaya to unveil their first co-created collection, brought to life through a film directed by Spike Jonze. More than a product launch, the project leans into storytelling and cultural relevance—positioning performance wear within a broader creative narrative where sport, fashion and entertainment intersect.